國立虎尾科技大學 |

Roots Connect Roots : = The Interaction of Branding Design, Cultural Identities and Local Businesses in the Context of Globalization.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Roots Connect Roots :/
Reminder of title:	The Interaction of Branding Design, Cultural Identities and Local Businesses in the Context of Globalization.
Author:	Zuo, Xun.
Description:	1 online resource (40 pages)
Notes:	Source: Masters Abstracts International, Volume: 85-01.
Contained By:	Masters Abstracts International85-01.
Subject:	Fine arts. -
Online resource:	click for full text (PQDT)
ISBN:	9798379823658

Roots Connect Roots : = The Interaction of Branding Design, Cultural Identities and Local Businesses in the Context of Globalization.
Zuo, Xun.

Roots Connect Roots :The Interaction of Branding Design, Cultural Identities and Local Businesses in the Context of Globalization. - 1 online resource (40 pages)

Source: Masters Abstracts International, Volume: 85-01.

Thesis (M.F.A.)--Pratt Institute, 2023.

Includes bibliographical references

The iterations of technology have a huge, complex, and multifaceted impact on society and ideology, changing people's values and perspectives on things, which in turn affects how people experience specific products and brand design systems. Branding design, as an important part of graphic design, is closely related to user experience and decision-making. A good brand design increases brand awareness and product sales cultivate a group of heavy users and generates a community. Over the years, brand designers have mastered and developed various methods to efficiently and more rationally enable brands to reach users directly at their pain points. These methods have proven to be useful in known human contexts. However, today's world has begun to change and is climbing upward at a rate that gives brand designers new challenges to serve new people, communicate messages and add value. This paper will argue for the viability of glocalization branding as a reliable tool for the next generation of graphic designers and visual communicators in a context where localism and globalism are in constant conflict with each other, and will attempt to establish and predict a future methodology of brand design anchored by the understanding of culture, the involvement of diverse identities, and the full range of in-depth efforts at ethnography.Personally, processed food as something that is widely branded represents an individual's connection to expectations and memories. When I lived in China, I loved the New York-style cheesecake sold in almost every coffee shop, dessert store, and cake store. I was addicted to the silky texture, crunchy bottom and light lemon flavor of this cake. Even better than that is its pairing with iced Americano. An iced Americano with a hint of berry caramel and floral notes is swallowed, conjuring up a smoky memory in the throat, and the New York-style cheesecake immediately fills that space and satisfies the need for sweetness. While American desserts are often notorious in China for their extreme sweetness leading to a suffocating sensation, cheesecake is the exception, and its lemony flavor certainly beats out the plethora of tea cupcakes, pies and sweets made with white sugar in a strong way. Sugar, cream and caffeine have become indispensable in my life, helping me overcome daily stress, sleepiness and anxiety. So when I chose cheesecake and an iced Americano as my first meal to beat the dizziness and fatigue caused by the accompanying cold air conditioning and loss of pressure after a twenty-hour flight from Hong Kong to Qatar and from Qatar to New York, it was only logical. My first visit was to Petee's Pie Company on Myrtle Avenue in Clinton Hill, Brooklyn. With their sophisticated decor, pink walls and mosaic tiles, this little local coffee and dessert store turned Ryerson Street into a hunger zone. And, of course, they sold the most authentic lemony New York cheesecake. In my memory of that day, the stress disappeared as I sat in my cramped New York-style townhouse, took a bite of the cheesecake and then a sip of the cold Americano liquid. In that moment I realized that I had achieved what I had wanted to achieve for so long, that my ultimate expectations of something, anything, or a scene had been met, and that all those sleepless nights of test questions, harsh epidemic policies, and high international travel costs seemed like a non-issue. But then, almost at the same moment, a sense of emptiness appeared without warning. The onset of this emptiness came from a familiar feeling. Interestingly, the cheesecake actually tasted the same as the one sold in a dessert store I frequented in China, and the coffee tasted almost indistinguishable. This abominable familiarity completely shattered the sense of anticipation and ritual that I had just been fulfilled. Today, our expectations of exoticism and uniqueness, after being coaxed by global pop brand culture, are being stifled by a powerful globalized supply chain. New York-style cheesecake, Japanese pork-bone broth ramen or Ethiopian lightly roasted coffee beans all seem to taste exactly the same. Nothing seems to satisfy the growing need for rituals and a sense of belonging, except that these foods are branded with a legendary story. Globalization has had a huge impact on the spread of culture, but not always in a positive way for individuals and brands that emphasize uniqueness.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798379823658Subjects--Topical Terms:

1112523
Fine arts.
Subjects--Index Terms:

Branding designIndex Terms--Genre/Form:

554714
Electronic books.

Roots Connect Roots : = The Interaction of Branding Design, Cultural Identities and Local Businesses in the Context of Globalization.
LDR:05850ntm a22004097 4500 001 1142631
005 20240422071033.5
006 m o d
007 cr mn ---uuuuu
008 250605s2023 xx obm 000 0 eng d
020 $a 9798379823658
035 $a (MiAaPQ)AAI30525577
035 $a AAI30525577
040 $a MiAaPQ $b eng $c MiAaPQ $d NTU
100 1 $a Zuo, Xun. $3 1467031
245 1 0 $a Roots Connect Roots : $b The Interaction of Branding Design, Cultural Identities and Local Businesses in the Context of Globalization.
264 0 $c 2023
300 $a 1 online resource (40 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Masters Abstracts International, Volume: 85-01.
500 $a Advisor: Hwang, Gaia;Chaich, John.
502 $a Thesis (M.F.A.)--Pratt Institute, 2023.
504 $a Includes bibliographical references
520 $a The iterations of technology have a huge, complex, and multifaceted impact on society and ideology, changing people's values and perspectives on things, which in turn affects how people experience specific products and brand design systems. Branding design, as an important part of graphic design, is closely related to user experience and decision-making. A good brand design increases brand awareness and product sales cultivate a group of heavy users and generates a community. Over the years, brand designers have mastered and developed various methods to efficiently and more rationally enable brands to reach users directly at their pain points. These methods have proven to be useful in known human contexts. However, today's world has begun to change and is climbing upward at a rate that gives brand designers new challenges to serve new people, communicate messages and add value. This paper will argue for the viability of glocalization branding as a reliable tool for the next generation of graphic designers and visual communicators in a context where localism and globalism are in constant conflict with each other, and will attempt to establish and predict a future methodology of brand design anchored by the understanding of culture, the involvement of diverse identities, and the full range of in-depth efforts at ethnography.Personally, processed food as something that is widely branded represents an individual's connection to expectations and memories. When I lived in China, I loved the New York-style cheesecake sold in almost every coffee shop, dessert store, and cake store. I was addicted to the silky texture, crunchy bottom and light lemon flavor of this cake. Even better than that is its pairing with iced Americano. An iced Americano with a hint of berry caramel and floral notes is swallowed, conjuring up a smoky memory in the throat, and the New York-style cheesecake immediately fills that space and satisfies the need for sweetness. While American desserts are often notorious in China for their extreme sweetness leading to a suffocating sensation, cheesecake is the exception, and its lemony flavor certainly beats out the plethora of tea cupcakes, pies and sweets made with white sugar in a strong way. Sugar, cream and caffeine have become indispensable in my life, helping me overcome daily stress, sleepiness and anxiety. So when I chose cheesecake and an iced Americano as my first meal to beat the dizziness and fatigue caused by the accompanying cold air conditioning and loss of pressure after a twenty-hour flight from Hong Kong to Qatar and from Qatar to New York, it was only logical. My first visit was to Petee's Pie Company on Myrtle Avenue in Clinton Hill, Brooklyn. With their sophisticated decor, pink walls and mosaic tiles, this little local coffee and dessert store turned Ryerson Street into a hunger zone. And, of course, they sold the most authentic lemony New York cheesecake. In my memory of that day, the stress disappeared as I sat in my cramped New York-style townhouse, took a bite of the cheesecake and then a sip of the cold Americano liquid. In that moment I realized that I had achieved what I had wanted to achieve for so long, that my ultimate expectations of something, anything, or a scene had been met, and that all those sleepless nights of test questions, harsh epidemic policies, and high international travel costs seemed like a non-issue. But then, almost at the same moment, a sense of emptiness appeared without warning. The onset of this emptiness came from a familiar feeling. Interestingly, the cheesecake actually tasted the same as the one sold in a dessert store I frequented in China, and the coffee tasted almost indistinguishable. This abominable familiarity completely shattered the sense of anticipation and ritual that I had just been fulfilled. Today, our expectations of exoticism and uniqueness, after being coaxed by global pop brand culture, are being stifled by a powerful globalized supply chain. New York-style cheesecake, Japanese pork-bone broth ramen or Ethiopian lightly roasted coffee beans all seem to taste exactly the same. Nothing seems to satisfy the growing need for rituals and a sense of belonging, except that these foods are branded with a legendary story. Globalization has had a huge impact on the spread of culture, but not always in a positive way for individuals and brands that emphasize uniqueness.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2024
538 $a Mode of access: World Wide Web
650 4 $a Fine arts. $3 1112523
650 4 $a Design. $3 595500
650 4 $a Communication. $3 556422
653 $a Branding design
653 $a Society
653 $a Graphic design
653 $a Decision-making
653 $a Glocalization
653 $a Graphic designers
655 7 $a Electronic books. $2 local $3 554714
690 $a 0357
690 $a 0389
690 $a 0459
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a Pratt Institute. $b Communications Design. $3 1464804
773 0 $t Masters Abstracts International $g 85-01.
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30525577 $z click for full text (PQDT)