本文選題：傳統(tǒng)吉祥物　切入點(diǎn)：現(xiàn)代吉祥物　出處：《湖南師范大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 現(xiàn)代吉祥物,不僅是一種藝術(shù)形式,一種文化現(xiàn)象,也是一種廣泛存在的品牌視覺構(gòu)成。隨著西方品牌概念的成功推廣,現(xiàn)代吉祥物在商業(yè)上以奧運(yùn)會為代表得到廣泛運(yùn)用,并獲得巨額商業(yè)利潤。在我國,現(xiàn)代吉祥物的價(jià)值和作用卻尚未得到廣泛一致的認(rèn)同,慣用傳統(tǒng)吉祥文化和現(xiàn)代卡通的角度來研討現(xiàn)代吉祥物設(shè)計(jì),對品牌與現(xiàn)代吉祥物設(shè)計(jì)的客觀關(guān)聯(lián)缺乏系統(tǒng)研究。 “人,是萬事萬物的尺度”。這是先賢柏拉圖的名言,也是解讀現(xiàn)代吉祥物的不二法門。現(xiàn)代吉祥物發(fā)源于人類亙古而來的圖騰崇拜,基于人類需求而出現(xiàn)。圖騰,作為人類最早的藝術(shù)形式,從物質(zhì)需求層面,以藝術(shù)形式,表達(dá)著人自身精神向往的內(nèi)涵。符號化、專屬化的族群特征和與超自然存在的力量間進(jìn)行溝通,是圖騰所具有的兩項(xiàng)基本功能。這兩個(gè)功能,在現(xiàn)代社會則體現(xiàn)為品牌存在的兩個(gè)基本目標(biāo):區(qū)隔競爭對手;建立與消費(fèi)者的情感關(guān)聯(lián)。 “我們因目的而存在”。從圖騰崇拜發(fā)源的現(xiàn)代吉祥物,依附于品牌所具有的商業(yè)屬性,獲得經(jīng)濟(jì)的滋養(yǎng)與文化的浸潤,成為現(xiàn)代社會廣泛存在的視覺符號�，F(xiàn)代吉祥物,從商業(yè)角度更加全面的實(shí)現(xiàn)了與消費(fèi)者的溝通,從而造就了牢固的消費(fèi)者情感體驗(yàn)關(guān)聯(lián);從文化角度,體現(xiàn)了不同區(qū)域的人們各自不同的文化屬性與民族情感;從思想角度,驗(yàn)證了人類基本物質(zhì)層面與精神層面的永恒歸屬。 筆者在文中,依據(jù)現(xiàn)代吉祥物設(shè)計(jì)的價(jià)值取向:“形式和功能的統(tǒng)一”和“傳統(tǒng)和現(xiàn)代的歸一”進(jìn)行理論角度的驗(yàn)證與實(shí)踐角度的研究�，F(xiàn)代吉祥物設(shè)計(jì),需要從消費(fèi)者的情感訴求出發(fā),達(dá)到形式與功能,傳統(tǒng)和現(xiàn)代,最終是物質(zhì)與精神之間的唯美的權(quán)衡。以此結(jié)合時(shí)代的需求與大眾的期望,才可使現(xiàn)代吉祥物設(shè)計(jì)的世界性要求,得以完美實(shí)現(xiàn)。
[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.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：J528

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 張倩;探索現(xiàn)代吉祥物設(shè)計(jì)的新思路[D];遼寧師范大學(xué);2011年

2 姜曉偉;奧運(yùn)會吉祥物設(shè)計(jì)及價(jià)值歷史演進(jìn)研究[D];首都體育學(xué)院;2011年

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本文編號：1574133