传统招幌在当代商业设计中的价值研究

发布时间：2018-10-25 07:36

【摘要】：传统招幌是中国古代商业社会中不可或缺的行业标识和宣传手段。它以直观生动的造型、自然质朴的材质、繁复巧妙的装饰构成古代市井繁荣的商业景观。而它也是商业智慧和极富审美趣味的技术美学的体现。招幌种类繁多,有展示商品的实物幌和模型幌、象征幌、特定标志幌、文字招幌等。从一定程度上说,招幌是商业发展的产物,而它的出现又进一步刺激了商业的发展,成为社会繁荣、百姓愉悦的幸福指针。在霓虹闪烁、光电生辉的当代商业社会,传统招幌作为一种亟待发掘和保护的民俗文化遗产,以其特有的形制和符号特征出现在民俗商业文化街区甚至是城市中具有特定情境的店面招牌中。有些旨在修旧如故,恢复其历史容貌;有些则与现代化的光电技术和广告手段相结合,形成各种富有时代感的招幌形式。诚然,传统招幌形式上的借鉴是有限的,而其所蕴含的品牌意识、诚信精神和营销理念却是我们当代商业社会不可多得的精神财富。论文旨在通过民俗学、符号学、人类文化学的方法对传统招幌的造物情境、技术工艺进行一定层次的研究,挖掘其人文美学价值;并在阐述其商业属性和社会属性的基础上,进一步探讨其存在的重要意义。此外,文章对传统招幌在当代商业设计中的运用进行了一定的研究,剖析其丰富的实践价值和精神价值,以此来刺激、鞭策和鼓励我们现有的老字号、民族文化品牌,提出以“品牌形象塑造”、“文化内涵展示”和“商业诚信保证”等方式来促进我国民族文化品牌在经济全球化的今天实现复兴。此外,在当代城市改造的浪潮中,对于传统招幌这一非物质文化遗产的研究和运用,能唤起人们对于传承城市历史文化的责任以及打造城市特色品牌的渴望,使城市的发展不会偏离历史的轨道。
[Abstract]:Traditional Sapporo is an indispensable industry logo and propaganda means in ancient Chinese commercial society. Its visual and vivid modeling, natural simple material, complex and clever decoration constitute the prosperous commercial landscape of ancient market. And it is also the commercial wisdom and aesthetic taste of the embodiment of technical aesthetics. Sapporo has a wide variety of physical and model displays of goods, symbol Sapporo, specific logo Sapporo, text Sapporo and so on. To a certain extent, Sapporo is the product of commercial development, and its appearance further stimulates the development of commerce and becomes a happy pointer to the prosperity of the society and the happiness of the common people. In the modern commercial society, where neon is shining and photoelectricity is shining, traditional Sapporo is a folk cultural heritage that needs to be explored and protected urgently. Because of its unique shape and symbolic features, it appears in the folk commercial culture district or even the storefront signboard with special situation in the city. Some aim to repair the old and restore their historical appearance; others combine with modern optoelectronic technology and advertising techniques to form various kinds of modern style. It is true that the reference of traditional Sapporo form is limited, but the brand consciousness, the spirit of honesty and marketing are the rare spiritual wealth of our contemporary commercial society. The purpose of this paper is to study the traditional creation situation and technology by means of folklore, semiotics and human culturology, so as to excavate its humanistic aesthetic value, and on the basis of expounding its commercial and social attributes, The significance of its existence is further discussed. In addition, the article has carried on the certain research to the traditional Sapporo in the contemporary commercial design application, analyzed its rich practice value and the spiritual value, in order to stimulate, spur and encourage our existing old brand, the national culture brand, This paper puts forward the methods of "brand image shaping", "cultural connotation display" and "commercial integrity guarantee" to promote the rejuvenation of our national cultural brand in today's economic globalization. In addition, in the wave of contemporary urban transformation, the research and application of traditional Sapporo, the intangible cultural heritage, can arouse people's responsibility for inheriting the historical culture of the city and the desire to create a unique brand of the city. So that the development of the city will not deviate from the track of history.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：TB47

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