摘要
白酒拥有着悠久的历史传统,在白酒的包装设计中设计师更加注重对白酒文化性、历史感和审美感的挖掘与表达。而白酒的包装设计是典型的多模态语篇,它是由图像、色彩、文字等社会符号构成的。以视觉语法理论为基础,对青花瓷汾酒包装设计进行多模态话语分析,发现青花瓷汾酒包装设计的多模态语篇中,图像、文字、色彩等多种模态可以共同构建并传达产品信息,映射产品历史、渗透产品文化,调动消费者的视觉感官、引发消费者的心理共情,最终实现促进消费的目的。
Baijiu has a long historical tradition.In the packaging design of Baijiu,designers pay more attention to the exploration and expression of Baijiu culture,history and aesthetics.The packaging design of Baijiu is a typical multimodal discourse,which is composed of social symbols,such as images,colors and characters.Based on the visual grammar theory,this paper conducts a multimodal discourse analysis on the packaging design of blue and white porcelain Fenjiu,and finds that in the multimodal discourse of the packaging design of blue and white porcelain Fenjiu,images,words,colors and other modalities can jointly construct and convey product information,map product history,penetrate product culture,mobilize consumers’visual senses,trigger consumers’psychological empathy,and ultimately achieve the purpose of promoting consumption.
作者
蔚小燕
Wei Xiaoyan(Shanxi Open University,Taiyuan,Shanxi,030027)
出处
《山西广播电视大学学报》
2022年第2期75-79,共5页
Journal of Shanxi Radio & TV University
关键词
视觉语法
青花瓷汾酒
多模态话语分析
语篇意义
visual grammar
blue and white porcelain Fenjiu
multimodal discourse analysis
textual meaning
