【摘要】：傳統(tǒng)招幌是中國古代商業(yè)社會中不可或缺的行業(yè)標(biāo)識和宣傳手段。它以直觀生動(dòng)的造型、自然質(zhì)樸的材質(zhì)、繁復(fù)巧妙的裝飾構(gòu)成古代市井繁榮的商業(yè)景觀。而它也是商業(yè)智慧和極富審美趣味的技術(shù)美學(xué)的體現(xiàn)。招幌種類繁多,有展示商品的實(shí)物幌和模型幌、象征幌、特定標(biāo)志幌、文字招幌等。從一定程度上說,招幌是商業(yè)發(fā)展的產(chǎn)物,而它的出現(xiàn)又進(jìn)一步刺激了商業(yè)的發(fā)展,成為社會繁榮、百姓愉悅的幸福指針。 在霓虹閃爍、光電生輝的當(dāng)代商業(yè)社會,傳統(tǒng)招幌作為一種亟待發(fā)掘和保護(hù)的民俗文化遺產(chǎn),以其特有的形制和符號特征出現(xiàn)在民俗商業(yè)文化街區(qū)甚至是城市中具有特定情境的店面招牌中。有些旨在修舊如故,恢復(fù)其歷史容貌;有些則與現(xiàn)代化的光電技術(shù)和廣告手段相結(jié)合,形成各種富有時(shí)代感的招幌形式。 誠然,傳統(tǒng)招幌形式上的借鑒是有限的,而其所蘊(yùn)含的品牌意識、誠信精神和營銷理念卻是我們當(dāng)代商業(yè)社會不可多得的精神財(cái)富。論文旨在通過民俗學(xué)、符號學(xué)、人類文化學(xué)的方法對傳統(tǒng)招幌的造物情境、技術(shù)工藝進(jìn)行一定層次的研究,挖掘其人文美學(xué)價(jià)值;并在闡述其商業(yè)屬性和社會屬性的基礎(chǔ)上,進(jìn)一步探討其存在的重要意義。此外,文章對傳統(tǒng)招幌在當(dāng)代商業(yè)設(shè)計(jì)中的運(yùn)用進(jìn)行了一定的研究,剖析其豐富的實(shí)踐價(jià)值和精神價(jià)值,以此來刺激、鞭策和鼓勵(lì)我們現(xiàn)有的老字號、民族文化品牌,提出以“品牌形象塑造”、“文化內(nèi)涵展示”和“商業(yè)誠信保證”等方式來促進(jìn)我國民族文化品牌在經(jīng)濟(jì)全球化的今天實(shí)現(xiàn)復(fù)興。此外,在當(dāng)代城市改造的浪潮中,對于傳統(tǒng)招幌這一非物質(zhì)文化遺產(chǎn)的研究和運(yùn)用,能喚起人們對于傳承城市歷史文化的責(zé)任以及打造城市特色品牌的渴望,使城市的發(fā)展不會偏離歷史的軌道。
[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.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：TB47

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