符号学视域下黄酒文化元素转译路径研究  

Translation Path of Rice Wine Cultural Elements from the Perspective of Semiotics

作　　者：杨涵棋 巩淼森 YANG Hanqi;GONG Miaosen(Jiangnan University,Jiangsu Wuxi 214122,China)

机构地区：[1]江南大学,江苏无锡214122

出　　处：《包装工程》2024年第22期326-335,359,共11页Packaging Engineering

摘　　要：目的对黄酒文化中的典型元素进行现代化转译研究,为黄酒相关品牌与产品创新文化体验拓宽思路,提升黄酒产品的竞争力。方法基于莫里斯符号学理论,从符形学、符用学、符义学角度解读黄酒典型文化元素的深层内涵,运用抽象、简化、象征、比喻等转译方法对黄酒文化外在物质层、中间行为层、内在精神层的内容进行转译研究,使用案例分析的方法验证所提出策略方法的适用性。结果在文化解读阶段由外到内地解读黄酒文化元素。在文化转译阶段先从符义层面提炼神话意义,然后从符用层面细分饮用场景,最后从符形层面设计产品。结论构建了黄酒文化元素符号学解读与转译路径模型,提出了黄酒文化在现代语境下的转译策略,探索黄酒文化创新应用的可能性,挖掘黄酒文化在当今社会中的符号价值。ion,simplifi-cation,symbolism,and metaphor were used to conduct translation research on the external material layer,the intermediate behavioral layer,and the inner spiritual layer of rice wine culture.The case analysis method was used to verify the appli-cability of the proposed strategic approach.In the cultural interpretation stage,the cultural elements of rice wine were interpreted from the outside to the inside.In the cultural translation stage,the mythological meaning was first refined from the semantic level,then the drinking scene was subdivided from the pragmatic level,and finally the product was designed from the syntactic level.A path model for the semiotic interpretation and translation of rice wine cultural elements is con-structed,a modern translation strategy for rice wine culture is proposed,and the possibility of innovative applications of rice wine culture and the symbolic value of rice wine culture in today's society are explored.

关 键 词：莫里斯符号学 黄酒文化 转译路径 设计策略 

分 类 号：TB482[一般工业技术—包装工程]