重塑记忆符号：大白兔广告中怀旧符号的演变与品牌年轻化路径

Reshaping Memory Symbols: The Evolution of Nostalgic Symbols in the Big White Rabbit Advertisement and the Path of Brand Rejuvenation

摘要: 随着“国潮”文化的兴起与消费审美的代际更迭，老字号品牌在传播策略中日益重视怀旧符号的运用，以强化文化记忆与情感联结。本文以“大白兔”品牌为研究对象，探讨其广告中怀旧符号的演变路径及品牌年轻化策略的内在逻辑。文章首先梳理大白兔品牌传播的历史语境，分析其从计划经济时期的“国家制造”符号向新媒体语境下的“情感共创”转型的传播轨迹。进而结合典型案例，剖析大白兔如何通过跨界联名、多感官叙事及社交互动等方式，对传统怀旧符号进行重构与再语义化。研究指出，怀旧作为品牌叙事的重要资源，虽具有激发情感认同与提升品牌黏性的显著优势，但在传播实践中也面临符号消费化、文化身份漂移等潜在风险。为此，本文建议老字号品牌在实施怀旧策略时，应平衡传统价值与当代语境的张力，强化文化核心表达，拓展传播场景，并提升用户共创机制，从而实现文化传承与市场创新的协同发展。

Abstract: With the rise of the “national trend” culture and the generational change of consumer aesthetics, old brands pay more and more attention to the use of nostalgic symbols in their communication strategies to strengthen cultural memory and emotional connections. This article takes the “Big White Rabbit” brand as the research object, and explores the evolution path of nostalgic symbols in its advertising and the intrinsic logic of the brand rejuvenation strategy. The article first sorts out the historical context of the communication of the Big White Rabbit brand, and analyzes the transmission trajectory of its transformation from the “made in the state” symbol in the planned economy period to the “emotional co-creation” in the context of new media. Then, in combination with typical cases, analyze how the big white rabbit reconstructs and resemanticizes traditional nostalgic symbols through cross-border co-naming, multi-sensory narrative and social interaction. The study pointed out that although nostalgia, as an important resource for brand narrative, has the significant advantages of stimulating emotional identity and improving brand stickiness, it also faces potential risks such as symbolic consumption and cultural identity drift in communication practice. For this reason, this article suggests that old brands should balance the tension between traditional values and contemporary context, strengthen the core expression of culture, expand the communication scene, and improve the user co-creation mechanism when implementing the nostalgic strategy, so as to realize the coordinated development of cultural inheritance and market innovation.