基于数量化理论的民国女性形象商标意象研究  

Trademark Image of Female Image in the Republic of China Based on Quantification Theory

作　　者：时倩颖 王小妍[1] SHI Qian-ying;WANG Xiao-yan(Hohai University,Changzhou 213022,China)

机构地区：[1]河海大学,常州213022

出　　处：《包装工程》2022年第6期374-380,386,共8页Packaging Engineering

基　　金：教育部人文社会科学研究规划基金(20YJA760082);江苏省高校哲学社会科学研究重大项目(2019SJZDA127);江苏省研究生科研与实践创新计划(SJCX20_0196,B200203226)。

摘　　要：目的从设计师的角度分析民国商标中女性形象特征的要素选择设计方法。方法以民国女性形象商标为研究对象,数量化理论Ⅰ为基础,采用语义差异法获取设计师对民国女性形象商标造型的感性评价,再从女性外在形象、题材选择、表现手法、文化内涵等方面提取影响感性意象的关键造型设计要素,并通过数量化理论Ⅰ构建感性意象与民国女性形象商标造型设计要素之间的关联性模型。结论民国设计师选择的不同设计要素对民国女性形象商标意象表现的影响是不同的,其感性意象词汇表现出对具体设计要素水平的倾向性选择。民国女性形象商标中感性意象与设计师对设计要素的选择之间存在相关性,其模型的建立表明该方法能够有效地描述民国女性形象商标设计的感性意象表现,从而为当下有关商标中的女性形象设计提供参考意见。The purpose of this paper is to analyze the elements of the female image characteristics in the trademarks of the Republic of China from the designer’s perspective and choose the design method. Taking the female image trademark of the Republic of China as the research object, and quantification theory Ⅰ as the basis, use the semantic difference method to obtain the designer’s perceptual evaluation on the female image trademark modeling of the Republic of China, and then from the female visual image, subject selection, expression method, cultural connotation, etc., extract the key modeling design elements that affect the perceptual image, and construct the correlation model between the perceptual image and the female image trademark design elements of the Republic of China through the quantitative theory Ⅰ. The selection of different design elements of the designers in the Republic of China has different effects on the expression of the female image trademark image of the Republic of China. The perceptual image vocabulary shows a tendency to choose the level of specific design elements. There is a correlation between the perceptual image in the female image trademark of the Republic of China and the designer’s choice on design elements. The establishment of the model shows that this method can effectively describe the perceptual image expression of the female image trademark design in the Republic of China, so as to provide reference for the current female image design in the trademark.

关 键 词：数量化理论Ⅰ 民国商标 女性形象 感性意象 设计要素 

分 类 号：TB472[一般工业技术—工业设计]