CAJ | 학술논문

品牌符号的表意活动，以各个阶段的相继“否定”前行为内驱力，呈现出格雷马斯符号方阵式的全否定格局。从无品牌附加值的“裸物”、具有指示区分功能的“牌子”、携带丰富内涵的“名牌”再到成为某种精神象征的“奢侈品”，品牌的表意方式逐步否定、逐渐成熟。在此后，“奢侈品”作为品牌表意符号已彻底“神话化”，开启新的表意模式系统。
품패부호적표의활동，이각개계단적상계“부정”전행위내구력，정현출격뢰마사부호방진식적전부정격국。종무품패부가치적“라물”、구유지시구분공능적“패자”、휴대봉부내함적“명패”재도성위모충정신상정적“사치품”，품패적표의방식축보부정、축점성숙。재차후，“사치품”작위품패표의부호이철저“신화화”，개계신적표의모식계통。
Greimas Square, a model of signification, describes successive negations of meaning generation, and can be used to delineate the process in which the meaning of brand is developed. From this perspective, this paper points out that the meaning development of brand passes through four phases, Firstly, commodities are things or objects attached with no additional values. In the second phase, brands are created, and become Signs of poeticalness, to distinguish themselves from other signs used in everyday life. When a brand develops into a famous one, it will be loaded with multiple connotations, and therefore enters the third phase. In the final phase, brand of luxury as a myth is constructed when it is built as a symbol representing an ideal or sort of spirit, and a new signification process will open.