法国的社会学家鲍德利雅尔在《物的体系》中提出一个重要命题“物必须成为符号,才能成为被消费的物”。他所要表明的,概括的说,就是:商品具有两面性。其一是商品的“物的价值”。这是由商品具有的品质、功能等所塑造出的价值,它给消费者带来有用性的价值。其二,可称之为“符号的价值。”这是由商品的品牌、设计、包装、广告以及企业形象等所塑造出来 The French sociologist Baldly Jarre put forward an important proposition in “The System of Things” that “Things must become symbols in order to be consumed.” What he wants to show, in a nutshell, is that commodities have two sides. One is the “value of the goods” of the product. This is the value created by the quality, function, etc. of the product, which gives the consumer a useful value. Second, the value of a symbol can be called “” This is shaped by the brand, design, packaging, advertising, and corporate image of the product