言—象—意—道：李子柒《万物皆有三行诗》的影像符号解构

Discourse, Image, Meaning, and Tao: A Deconstruction of the Visual Symbols in Li Ziqi’s “Everything Has a Three-Line Poem”

In the context of consumer culture, symbolic marketing builds a brand symbol system that connects consumers’ psychological and material demands based on the integration of their material and spiritual needs. Li Ziqi’s three-year anniversary micro-documentary of the “Everything Has a Three-Line Poem” brand not only showcases the brand's consistent commitment to rooting in rural areas and exploring oriental culture but also reinforces the “poetic life” label, deepening the audience’s brand recognition. From the research perspectives of semiotics and cultural communication theory, using the “Discourse, Image, Meaning, and Tao” (DIMT) oriental semiotic model as the theoretical framework, this paper systematically explores the production mechanism and meaning construction logic of oriental symbols by analyzing the oriental symbolic elements in Li Ziqi’s “Everything Has a Three-Line Poem,” and attempts to interpret the symbolic narrative strategies of visual advertisements from the aesthetic dimension of oriental culture.

在消费文化语境中，符号营销基于消费者物质需求与精神需求相融合的消费诉求，构建起连接消费者心理诉求与物质需求的品牌符号系统。李子柒推出的《万物皆有三行诗》品牌三周年微纪录片，不仅展现了品牌一直以来扎根乡土、挖掘东方文化的坚持，更强化了“诗意生活”的标签，加深受众对品牌的认知。从符号学与文化传播理论的研究视角，以“言—象—意—道”（DIMT）的东方符号学模式为理论框架，通过解析李子柒《万物皆有三行诗》中的东方符号要素，对东方符号生产机制及意义构建逻辑展开系统性探究，尝试从东方文化审美维度对影像广告的符号叙事策略进行解读。