摘要
传统文化始终是中国设计的不竭动力,非遗作为中国传统文化的重要组成部分,逐渐成为当代品牌价值的生动体现。文章对非遗转译为品牌符号进行分析,探究其在品牌设计创新中所应用的修辞理论和方法,为今后各品牌在设计创新路径时提供修辞策略。通过符号学角度剖析非遗内涵和外延两个层面的转译,并以修辞视角讨论同一理论和神话建构对品牌应用非遗的重要性,以及利用修辞四分法研究非遗符号在品牌设计创新路径的修辞方式等内容。最终在符号学和修辞学的视角下提出非遗与品牌设计结合新思路。
Traditional culture has always been an inexhaustible driving force for Chinese design,and intangible cultural heritage,as an important component of Chinese traditional culture,has gradually become a vivid manifestation of contemporary brand value.The article analyzes the translation of intangible cultural heritage into brand symbols,explores the rhetorical theories and methods applied in brand design innovation,and provides rhetorical strategies for future brands in designing innovation paths.Analyze the translation of intangible cultural heritage from the perspective of semiotics at both the connotation and extension levels,and discuss the importance of the same theory and mythological construction in brand application of intangible cultural heritage from a rhetorical perspective.Also,use the rhetorical quarter method to study the rhetorical methods of intangible cultural heritage symbols in brand design innovation paths.Finally,a new approach was proposed to integrate intangible cultural heritage culture with brand design from the perspectives of semiotics and rhetoric.
作者
崔昕
王佳
CUI Xin;WANG Jia(Capital Normal University,Beijing,100048)
关键词
非遗符号
品牌设计
修辞
创新路径
Intangible Cultural Heritage Symbols
Brand Design
Rhetoric
Innovation Path
