“国潮”品牌之符号学解读与视觉文法分析  

Semiotic Interpretation and Visual Grammar Analysis of"National Tide"Brands

作　　者：吴玮[1,2] WU Wei(School of Literature and Communication,Quanzhou Normal University,Quanzhou 362000,China;College of Joumalism and Communications,Shin Hsin University,Taipei 11604,China)

机构地区：[1]泉州师范学院文学与传播学院,福建泉州362000 [2]台湾世新大学新闻传播学院,中国台湾台北11604

出　　处：《三明学院学报》2021年第5期61-67,共7页Journal of Sanming University

摘　　要：运用格雷马斯四元符号分析模式对“国潮”进行符号解读及文化意涵分析,丰富和拓展了“国潮”的内涵和外延。“国潮”之“国”不仅立基于中国文化,而且涵盖“非外国的”意义面向。“国潮”之“潮”经蕴含关系转换为“非保守的”“非落伍的”“非平常的”的释义。运用克里斯视觉文法从再现、互动、构成三个维度,对李宁品牌视频广告进行画面解构与分析。案例中,“国潮”概念及意涵通过中式建筑、民俗风物、汉字印章等中华传统元素及耳麦、机车、涂鸦等流行符号予以呈现,可通过居中构图及平视角度,营造国潮产品的品质感及与受众的贴近性。This paper uses the Greimas quaternion symbolic analysis model to interpret the symbol and analyze the cultural meaning of"national tide",enriching and expanding the connotation and extension of"national tide"."National tide"is not only based on Chinese culture,but also covers the meaning of"non-foreign".The meaning of"tide"of"national tide"is transformed into the interpretation of"non conservative","non outdated"and"non ordinary".Using Chris visual grammar,this paper deconstructs and analyzes the picture of video advertisements of Li Ning brand from three dimensions of reproduction,interaction and composition.In the case,the concept and meaning of"national tide"are presented through Chinese traditional elements such as Chinese architecture,folk customs,Chinese character seals and popular symbols such as headset,locomotive and graffiti,creating a sense of quality of national tide products and closeness to the audience through the middle composition and head up perspective.

关 键 词：国潮 李宁 符号矩阵 视觉文法 

分 类 号：G206[文化科学—传播学]