基于西方语境的星巴克双尾人鱼符号研究  

Study on the Twin-Tailed Humanoid Symbol of Starbucks Based on the Context of Western Culture

作　　者：李昕 

机构地区：[1]厦门大学嘉庚学院设计与创意学院

出　　处：《创意与设计》2022年第2期45-52,共8页Creation and Design

摘　　要：星巴克标识中造型特殊的美人鱼究竟是一个孤立的设计事件,或者还是与西方历史文化之间存在着某种关联?随着观察视角的展开,当越来越多的双尾人鱼形象开始出现时,这种图像之间的关联性就愈发引起了人们的关注。基于对这种关联性的探索,本文对西方文化中的双尾人鱼形象展开研究。通过追溯和比较星巴克双尾人鱼的起源,表明它在西方文化的各个场景中所具有的“诱惑”这一共同象征义,这种象征义的形成归结于以地中海文明为中心的泛欧洲文化的早期交流以及延续至今的全球化背景下的文明交融,当这种文明的交流和融合发展到一定程度时,双尾人鱼的形象也就从西方文化的语境中固化出了欲望和诱惑的含义,从而具有了约定俗成的符号功能。Does the highly specialized Siren of Starbucks’logo exists as an isolated design case,or it behaves any connection to western history and culture?With an increasing amount of this twin-tailed Siren were reveled,this connection was received much attention from the observers.Based on this point,the paper analyzed its universal implication of“Luring”displayed in different context of western culture by tracing the origins of this twin-tailed Siren.The shaping of this universal implication can be actually coming down to the early communication of pan-European cultures centered on Mediterranean civilization and the blend of civilization in the background of globalization up to date.As this process going on and developed to a certain extent,this Siren image was then generated the implication of lure and lust,and qualified an institutionalized function of symbols.

关 键 词：双尾人鱼 星巴克 标识 符号 

分 类 号：J534.4[艺术—艺术设计]