文化传播下杭州方言的文化负载与文创设计研究  

RESEARCH ON THE CULTURAL LOAD AND CREATIVE PRODUCT DESIGN OF HANGZHOU DIALECT IN THE CONTEXT OF CULTURAL COMMUNICATION

作　　者：张祖耀[1] 朱媛[2] ZHANG ZUYAO;ZHU YUAN

机构地区：[1]浙江理工大学浙江省丝绸与时尚文化研究中心 [2]浙江大学城市学院创意与艺术设计学院

出　　处：《设计》2020年第17期14-16,共3页Design

基　　金：教育部人文社会科学研究青年基金项目(18YJC760138);教育部2019年第二批产学合作协同育人项目(201902054025)。

摘　　要：探索当下杭州方言文化保护传承的文创设计方法,为方言文化的传播提供借鉴。针对杭州方言,从文化负载的角度分析了其在"音情"、"形意"与"用场"上对地方文化的承载,并以此为基础结合设计实例的分析与验证,从文化传播的角度对杭州方言文创产品设计的策略与方法进行了探讨。提出简单性、互动性和价值性三个设计策略,建立以文化为中介的方言文创产品设计方法,并通过杭州方言文创产品设计实践进行了验证。该方法可以为方言文化的传承与传播,以及基于方言的文创设计提供支持与参考。In order to explore the cultural and creative design methods for the protection and inheritance of Hangzhou dialect culture and provide reference for the spread of dialect culture.In view of Hangzhou dialect,the bearing way of Hangzhou local culture in " voice emotion ", " word semantics " and " usage scenarios " were analyzed,and the design examples were explored and verified,the design method and strategy of Hangzhou dialect cultural creative product design was discussesed. Three design principles of simplicity,directivity and interactivity were put forward,and the design method model of cultural and creative design of Hangzhou dialect based on culture were obtained,which was verified by the practice of Hangzhou dialect cultural and creative product design.This method can provide support and reference for the inheritance and transmission of dialect culture,as well as the cultural and creative design based on dialect.

关 键 词：文创设计 杭州方言 文化传播 文化负载 产品设计 

分 类 号：TB472[一般工业技术—工业设计]