全球化时代传统符号在民族品牌形象设计中的价值和应用策略研究

发布时间：2018-07-06 21:23

本文选题：全球化 + 传统符号　；参考：《艺术百家》2014年S1期

【摘要】：全球化时代中国民族品牌面临严峻的挑战威胁,中国的文化资源正在被西方国家出于各种目的开发、演绎和掠夺,同时民族品牌被大量兼并收购或消亡。民族品牌缺乏原创和号召力,以及中国形象和文化话语权。民族品牌应挖掘东方文化传统深处的精髓,并结合现代审美和高新科技,在传统文化和世界文化的结合中实现新的创造,打造兼具民族文化内涵和现代审美魅力的新民族品牌形象。传统符号在民族品牌形象设计中的运用可以促进文化认同和文化归属,促进文化自觉与文化自信,传播中华文化价值观。全球化时代探求现代标志与传统符号的共生和互动关系,以及传统符号形象与意义的升华,探索传统符号在民族品牌形象设计中的应用策略,具有重要现实意义、实践价值和文化战略意义。
[Abstract]:In the era of globalization, Chinese national brands are facing severe challenges. Chinese cultural resources are being exploited, interpreted and plundered by western countries for various purposes, while national brands are being merged and acquired or destroyed in large numbers. National brands lack originality and appeal, as well as Chinese image and cultural discourse. The national brand should tap the essence of the oriental cultural tradition and combine modern aesthetics and high technology to realize new creation in the combination of traditional culture and world culture. Create a new national brand image with the connotation of national culture and modern aesthetic charm. The application of traditional symbols in the design of national brand image can promote cultural identity and cultural ownership, promote cultural consciousness and cultural self-confidence, and spread Chinese cultural values. In the era of globalization, it is of great practical significance to explore the symbiotic and interactive relationship between modern symbols and traditional symbols, as well as the sublimation of traditional symbols' image and significance, and to explore the application strategies of traditional symbols in the design of national brand image. Practical value and cultural strategic significance.
【作者单位】：兰州大学历史文化学院;深圳大学文化产业研究院;四川大学艺术学院;
【基金】：广东省学科建设专项资金项目“基于文化安全的广东省文化品牌困境及对策研究”阶段性成果深圳市哲学社会科学规划课题“深圳文化品牌困境及发展对策研究”阶段性成果之一
【分类号】：J524

【参考文献】