越是众所周知的消费符号,越容易被误读。作为全球化时代的文盲的分支,第一类消费文盲崇拜LOGO。但常因消化不良而误读品牌内涵、热衷购买但屡屡靠价位来获取优越感、追求身份认同但身份并不匹配、热爱国际化但只想在本土扮演优越阶层角色。第二类消费文盲则是被消费霸权和第一类消费文盲同时压迫和抛弃的那拨人,其特征是:NO LOGO。 The more well-known consumer symbols, the more easily misunderstood. As a branch of illiteracy in the era of globalization, the first category of consumer illiteracy worship LOGO. However, due to indigestion, misreading the brand connotation and eager to buy, but often relying on price to obtain a sense of superiority, the pursuit of identity but the identity does not match, love of internationalization but only want to play a superior class role in the local. The second type of consumer illiteracy is the person who was oppressed and abandoned at the same time by consumer hegemony and first-class consumer illiteracy. Its characteristic is: NO LOGO.