摘要
文章旨在将非遗手工艺作为重要的乡村文化资源进行品牌赋能,并从符号学的视角探索具有地域特色的乡村文化品牌形象构建路径。通过文化意象认知实验,筛选出“地域文化”和“非遗手工艺”两个维度的文化符号作为品牌形象的共性要素;并通过设计调查,解析品牌的个性要素。基于索绪尔的两轴分析法,将品牌个性要素与共性要素共置于两轴中进行品牌符号的推演与转译。最终,建立了个性与共性两个维度的品牌符号数据库,构建了品牌符号的两轴推导模型,完成了黔东南地域文化品牌“知布知竹”的设计实践。具有地域特色的文化品牌形象由共性要素与个性要素两个维度的符号构建而成,本研究借助符号学的方法模型,更好地指导了设计实践,提升了品牌形象的精神内涵,实现了形与韵的统一。
This paper aims to use intangible cultural heritage handicrafts as an important rural cultural resource for brand empowerment and explore the building path of rural cultural brand image with regional characteristics from the perspective of semiotics,with a view to providing a certain logical method and design thinking reference for brand image building.This paper uses the cultural image cognitive experiment to screen the cultural symbols of"regional culture"and"intangible cultural heritage handicrafts"as the common elements of brand image and analyze the personality elements of the brand through a design survey.Based on Saussure's two-axis analysis method,brand personality elements and common elements are put together in two axes to deduce and translate brand symbols.A brand symbol database with two dimensions of individuality and commonness is established,and a two-axis derivation model of brand symbols is constructed,completing the design practice of"Zhi Bu Zhi Zhu,"a regional cultural brand in southeast Guizhou.Finally,we draw the following conclusion:The cultural brand image with regional characteristics is composed of two-dimensional symbols:common elements and individual elements.With the help of semiotics,the common elements and individual elements are put together in Saussure's two axes for deduction and translation,which can better guide the design practice,enhance the spiritual connotation of the brand image,and achieve unity of form and rhyme.
作者
孙华锋
郑林欣
Sun Huafeng;Zheng Linxin
出处
《家具与室内装饰》
北大核心
2024年第3期85-91,共7页
Furniture & Interior Design
基金
教育部新文科研究与改革实践项目(2021090048)
浙江省哲学社会科学规划常规课题(24NDJC169YB)。
关键词
地域文化
非遗手工艺
文化符号
两轴分析法
品牌形象构建
Regional culture
Intangible cultural heritage handicrafts
Cultural symbol
Two-axis analysis method
Brand image design
