文章摘要
李芃禹,周怡.符号修辞视角下的普陀山地区文创产品设计研究[J].包装工程,2022,43(16):363-371.
符号修辞视角下的普陀山地区文创产品设计研究
Design of Cultural and Creative Products in Putuo Mountain from the Perspective of Semiotic Rhetoric
  
DOI:10.19554/j.cnki.1001-3563.2022.16.043
中文关键词: 文创  产品设计  符号修辞
英文关键词: cultural and creative fields  product design  semiotic rhetoric
基金项目:
作者单位
李芃禹 中国地质大学 珠宝学院北京 100083 
周怡 中国地质大学 珠宝学院北京 100083 
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中文摘要:
      目的 以普陀山景区文创产品为研究对象,从符号修辞视角研究普陀山文创产品中文化和信息的传达,促进普陀山文旅产业发展。方法 首先,介绍普陀山文创产品设计现状;其次,在对符号修辞概念阐释的基础上,说明符号修辞理论如何为产品设计所用,并从积极和消极两方面提出符号修辞理论在普陀山文创设计中的应用范围;最终,依据产品语用条件产生的消极修辞构建普陀山文创的设计构思路径,依据修辞格使用产生的积极修辞构建普陀山文创的设计实践路径,并用实例验证所构建设计路径的可行性。结论 普陀山文创设计涉及的符号修辞活动包括积极和消极两方面,积极修辞指设计过程中设计师对修辞格的主动使用,包括符号明喻、隐喻、转喻、提喻、象征5种修辞格的使用;而消极修辞指语境对产品表意的影响,包括文化、历史、场合和用户心理语境综合产生的设计解释和评价两个维度的修辞。符号修辞视角下普陀山文创设计路径的构建,包含设计构思和设计实践两个阶段性路径构建,设计构思路径立足于消极修辞,在普陀山的山海渔文化语境、佛教文化语境、文创产品自身的设计文化语境,以及用户休闲度假和朝圣旅游的心理语境中进行文化研究、产品研究和用户研究;设计实践路径立足于积极修辞,在设计构思路径基础上将文化概念和产品特征以修辞格的喻体—谕旨思维联系起来,最终完成普陀山文创产品设计内涵的表达。
英文摘要:
      This paper studies the culture communication in the design of the cultural and creative products from Putuo Mountain Region from the perspective of semiotic rhetoric, to promote the development of Putuo Mountain's cultural tourism industry. Firstly, it introduces the current design situation of cultural and creative products from Putuo Mountain Region; secondly, on the basis of the interpretation of the concept of semiotic rhetoric, it explains how semiotic rhetoric theory can be utilized in the development of cultural and creative products, and proposes that semiotic rhetoric is used in the cultural and creative products with both positive and negative perspectives; finally, according to the negative rhetoric generated by the pragmatic conditions of the product, the design conception path of Putuo Mountain cultural and creative products is constructed, and the design practice path of Putuo Mountain cultural and creative products is constructed according to the positive rhetoric generated by the use of rhetorical figures. All of these examples are provided to verify the feasibility of the constructed design paths. The semiotic rhetoric activities involved in the design of Putuo Mountain include both positive and negative aspects. On the one hand, positive rhetoric refers to the active use of figures of speech by designers in the design process, including five figures of speech:symbolic simile, metaphor, metonymy, synonymy, and symbol. On the other hand, negative rhetoric refers to the influence of context on product representation, including the rhetoric of two dimensions of design interpretation and evaluation produced by the synthesis of culture, history, occasion and user's psychological context. The construction of the cultural and creative design path of Putuo Mountain from the perspective of symbolic rhetoric includes the construction of two stages of design conception and design practice. The design conception path is based on negative rhetoric. Cultural research, product research and user research are carried out in the design cultural context of the product itself and the psychological context of users' leisure vacation and pilgrimage; the design practice path is based on positive rhetoric, and on the basis of the three studies in the design concept, cultural research is carried out. The concept and product features are linked by the metaphor of the figure of speech - the decree thinking, therevy completing the expression of the design connotation of Putuo Mountain cultural and creative products.
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