从物的语言到空间的语法:宜家空间的视觉修辞实践  

From the Language of Objects to the Grammar of Space: A Look into IKEA's Visual Rhetorical Practice

作　　者：张潇潇[1] 

机构地区：[1]暨南大学新闻与传播学院,广东广州510632

出　　处：《新闻大学》2018年第4期24-30,共7页Journalism Research

基　　金：2017年国家社科基金重大项目"视觉修辞的理论;方法与应用研究"(17ZDA290)

摘　　要：宜家空间的视觉修辞实践可以从空间特征和空间结构两个维度切入,前者关注物的语言,后者侧重空间的语法。源自德勒兹哲学而后延伸为一种美学观念的"折叠"理念,成为宜家空间修辞的主要特征。宜家商品在折叠与展开的空间实践中,重构了新的空间形态和风格观念,并释放出巨大的视觉想象力。而独特的空间构成、空间路径和空间叙事,共同铺设了宜家的空间语法,并最终在视觉维度上制造了一个劝服消费的空间形态。IKEA's visual rhetorical practices can focuses on both the spatial characteristic and the spatial structure.The former is about the language of object,while the latter is about the grammar of space.As a kind of philosophical and aesthetic conceptions,"folding"works as IKEA's core characteristic.In the spatial practices of folding and unfolding,IKEA products reconstruct a new spatial form and a new style concept,which releases great visual imagination.The unique spatial form,spatial path,and spatial narrative work in tandem to present a spatial grammar of IKEA,which finally produces a consumption persuasion space on the visual level.

关 键 词：宜家 折叠 视觉修辞 空间实践 

分 类 号：G206[文化科学—传播学]