假名牌、假理論、假全球化

Fake Logos, Fake Theory, Fake Globalization

張小虹(Hsiao-Hung Chang)

《台灣社會研究季刊》 54期 (2004/06) Pp. 219-252

https://doi.org/10.29816/TARQSS.200406.0008

摘要

本篇論文嘗試從台灣仿冒市場出發，繪製「名牌仿冒全球化」的國際產銷地圖，企圖拉出其中歷史面向的慾望糾結，以凸顯東亞仿冒工業的「資本邏輯」如何隨著國際勞動分工結構／轉包體制的移轉而興起，以及仿冒工業的「文化邏輯」如何隨著西方帝國殖民文化想像下的歐美名牌意識而起舞。
論文分為三個部份去探討名牌仿冒品的全球流通，第一部份將以法國時尚名牌路易威登(Louis Vuitton)的皮件仿冒品為切入點，探討此名牌在由日本領航的「東亞名牌熱」中迅速竄起的經濟消費結構與歷史文化因素，第二部份將討論台灣名牌經驗中的雙重複製，以及台灣由生產名牌仿冒品到消費名牌與名牌仿冒品的過程，第三部份則企圖由此世界名牌在亞洲地區的消費脈絡，簽展出「名牌仿冒全球化」下的「假」理論－「假」的無所不在、「假」的無中生有、「假」的無法分辨－以探討在名牌仿冒品全球同步流通下「假全球化」的可能操作模式。「假全球化」既是假冒也是假借，既凸顯精品名牌王國中央集權式的品牌併購與全球直營，也同時開展仿冒跨國離散的「黑色暗流」。

關鍵字

名牌 ； 仿冒 ； 商標 ； 全球化 ； 名牌熱 ； 文化複製／再生産 ； 全球名牌中心主義 ； 仿冒跨國離散

並列摘要

This essay attempts to map out the global networking of counter-feit production and consumption by taking the historical and economic complication of fake logos in Taiwan as a point of departure. It traces not only the ”capital logic” of the counter-felting industry that duplicates the international division of labor structure, but also its ”cultural logic” that creates the Euro-American superlogograms under the spell of Western imperialist ideology.
The essay is divided into three parts to foreground the glocal circulation of fake logos. Part I takes the famous Louis Vuitton as a case study to explore the economic, historical and cultural formation of the logomania in East Asia piloted by Japan. Part II tries to discuss the double cultural reproduction of fake logos in Taiwan as both an imitation of Japan and an imitation of Japanese imitation of Europe. Part III seeks to theorize the fake in a new global way that would subvert the traditional view of counter-felting by arguing that the fake logo has always already been the ”dark flow” of the global capitalism that suppresses and creates, centralizes and disseminates its own fake.

並列關鍵字

brand name ； counterfeit ； logo ； globalization ； logomania ； cultural reproduction ； Glogocentrism ； fake dissemi-nation

參考文獻

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Grossman, G. M.,Shapiro, C.(1988).Counterfeit-product Trade.American Economic Review.78,59-75.