中国商标图像的审美分析  

Aesthetic Analysis of Chinese Trademark Images

作　　者：梁伟[1] LIANG Wei(School of Arts and Media,Ningbo Dahongying University,Ningbo 315175,Zhejiang,Chin)

机构地区：[1]宁波大红鹰学院艺术与传媒学院,浙江宁波315175

出　　处：《武汉理工大学学报（社会科学版）》2018年第2期43-48,共6页Journal of Wuhan University of Technology:Social Sciences Edition

基　　金：教育部人文社科规划课题"人类表演学与媒介建构研究"(14YJA760017);浙江省文化厅项目课题"浙江省老商标视觉文化传承与创新研究"(ZW2017031)

摘　　要：从图像学、视觉人类学和美学视角,阐释了汉字的象形性、中国图像传统和视觉叙事,是构建中国商标图像审美表征的基础,形成了与西方截然不同的视觉审美形态;汉字本身起源于氏族徽号,其图形构建基因内在地决定了中国商标图像审美的特征;近代以来,中国商标与视觉叙事的融合,推动了商标图像审美的进一步发展,形成了都市丽人、城市场景和传统故事的三大表现母题,把商标图像审美推向了新的高度。This paper illustrates the pictographic character,Chinese image tradition and visual narration from the perspectives of imageology,visual anthropology and aesthetics.It is the basis of constructing the aesthetic representation of Chinese trademark images and forms a distinct visual aesthetic form with the West.The Chinese characters themselves originated from the clan emblem.The genesis of their graphic construction inherently determines the aesthetic characteristics of Chinese trademark images.In modern times,the integration of Chinese trademark and visual narration has promoted the further development of the aesthetic of trademark images.The three motifs of the traditional story motivate the aesthetics of trademark images to a new height.

关 键 词：商标图像 汉字 视觉叙事 审美文化 

分 类 号：J524.4[艺术—艺术设计]