| 王立群,陈飞虎,马珂.索绪尔符号学视角下大白兔奶糖包装设计研究[J].包装工程,2022,43(14):238-245, 253. |
| 索绪尔符号学视角下大白兔奶糖包装设计研究 |
| Package Design of White Rabbit Creamy Candy from the Perspective of Saussure Semiotics Theory |
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| DOI：10.19554/j.cnki.1001-3563.2022.14.028 |
| 中文关键词: 索绪尔符号学 大白兔奶糖 经典国货 包装设计 共时性 历时性 |
| 英文关键词: ” and “Concrete” - Neo Lauch's “Third” Painting Aesthetics[J]. Art Panorama, 2021(2):73-75. |
| 基金项目:2019年湖南省哲学社会科学基金青年项目(19YBQ114) |
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| 中文摘要: |
| 目的 在当今“国潮”风的消费现象下，以经典国货大白兔奶糖为研究对象，分析其包装设计中所运用的设计方法，挖掘设计符号与其所处时代的艺术审美、文化语境、社会环境等因素的关联，以及背后的所指意义。方法 基于索绪尔符号学理论，从共时性角度分析了第一套大白兔奶糖包装中的文字符号、造型符号、色彩符号、图形符号和材质符号，探究了各个符号的施指和所指。从历时性角度分析了大白兔奶糖包装在不同时间的变化以及相关的影响因素。结论 通过对大白兔奶糖包装设计的设计方法和符号意义等方面进行分析，发现经典国货包装设计与社会文化语境有着紧密的联系。从符号学视角能够更加准确地理解经典国货包装设计符号的施指和所指，为国货包装如何在设计上既保留文化内涵，又结合时代特色、保持创新性等方面提供了借鉴思路。 |
| 英文摘要: |
| Under the current consumption phenomenon of "China-Chic", this paper takes the classic domestic product White Rabbit Creamy Candy as the research object, analyzes the design methods used in the packaging design, explores the correlation between the packaging design of White Rabbit Creamy Candy and the artistic aesthetics, cultural background, social environment and other factors of its era, as well as the signified meaning behind it. Based on Saussure’s Semiotics Theory, this paper analyzes the text symbols, style symbols, color symbols, pattern symbols, and material symbols in the first package of White Rabbit Creamy Candy from the perspective of synchronicity, and explores the signifier and signified meaning of each symbol. From the diachronic point of view, the paper analyzes the change in the packaging of White Rabbit Creamy Candy at different times and related influencing factors. Through the analysis of the design principle and symbolic meaning of the White Rabbit Creamy Candy packing design, it is found that classic domestic products packaging design is closely related to the social and cultural context. From the perspective of semiotics, it is possible to more accurately understand the application and meaning of the classic domestic products packaging design symbols, which provide a reference for how to retain the cultural connotation, and combine it with the characteristics of the times and maintain innovation in the packaging design of domestic products. |
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