从品牌和情感角度探讨现代吉祥物设计

发布时间：2018-03-06 08:48

本文选题：传统吉祥物　切入点：现代吉祥物　出处：《湖南师范大学》2008年硕士论文　论文类型：学位论文

【摘要】： 现代吉祥物,不仅是一种艺术形式,一种文化现象,也是一种广泛存在的品牌视觉构成。随着西方品牌概念的成功推广,现代吉祥物在商业上以奥运会为代表得到广泛运用,并获得巨额商业利润。在我国,现代吉祥物的价值和作用却尚未得到广泛一致的认同,惯用传统吉祥文化和现代卡通的角度来研讨现代吉祥物设计,对品牌与现代吉祥物设计的客观关联缺乏系统研究。 “人,是万事万物的尺度”。这是先贤柏拉图的名言,也是解读现代吉祥物的不二法门。现代吉祥物发源于人类亘古而来的图腾崇拜,基于人类需求而出现。图腾,作为人类最早的艺术形式,从物质需求层面,以艺术形式,表达着人自身精神向往的内涵。符号化、专属化的族群特征和与超自然存在的力量间进行沟通,是图腾所具有的两项基本功能。这两个功能,在现代社会则体现为品牌存在的两个基本目标:区隔竞争对手;建立与消费者的情感关联。 “我们因目的而存在”。从图腾崇拜发源的现代吉祥物,依附于品牌所具有的商业属性,获得经济的滋养与文化的浸润,成为现代社会广泛存在的视觉符号。现代吉祥物,从商业角度更加全面的实现了与消费者的沟通,从而造就了牢固的消费者情感体验关联;从文化角度,体现了不同区域的人们各自不同的文化属性与民族情感;从思想角度,验证了人类基本物质层面与精神层面的永恒归属。笔者在文中,依据现代吉祥物设计的价值取向:“形式和功能的统一”和“传统和现代的归一”进行理论角度的验证与实践角度的研究。现代吉祥物设计,需要从消费者的情感诉求出发,达到形式与功能,传统和现代,最终是物质与精神之间的唯美的权衡。以此结合时代的需求与大众的期望,才可使现代吉祥物设计的世界性要求,得以完美实现。
[Abstract]:Modern mascots are not only an art form, a cultural phenomenon, but also a widespread brand visual component. With the successful promotion of the western brand concept, modern mascots have been widely used in commerce, represented by the Olympic Games. In our country, the value and role of modern mascots have not been widely and unanimously recognized. They are used to study the design of modern mascots from the perspective of traditional auspicious culture and modern cartoons. There is no systematic study on the objective relationship between brand and modern mascot design. "Man is the yardstick of all things". This is the famous words of the sage Plato, and the only way to interpret modern mascots. Modern mascots originated from the everlasting totem worship of mankind and appeared on the basis of human needs. As the earliest art form of mankind, from the aspect of material demand, it expresses the connotation of human's own spiritual yearning, symbolized and exclusive ethnic characteristics and communication with supernatural forces. These two functions are two basic functions of totem. In modern society, these two functions are embodied in two basic goals of brand existence: distinguishing competitors; establishing emotional connection with consumers. "We exist for our purpose". The modern mascot, which originated from totem worship, attached to the commercial attributes of the brand, acquired the nourishment of economy and the infiltration of culture, and became a visual symbol widely existing in modern society. From a commercial perspective, more comprehensive communication with consumers, thus creating a strong consumer emotional experience, from a cultural point of view, reflects the different cultural attributes of people in different regions and national feelings, from the perspective of ideas, It verifies the eternal ownership of the basic material and spiritual aspects of human beings. In this paper, according to the value orientation of modern mascot design: "the unity of form and function" and "traditional and modern homogeneity", the author carries out theoretical and practical research. It is necessary to reach the balance between form and function, tradition and modernity, and finally between material and spirit, according to the consumer's emotional demands, so as to combine the needs of the times with the expectations of the public. Only then can the modern mascot design the world request, can realize perfectly.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J528

【引证文献】