现代商业街的徽文化符号视觉表现应用研究  

Research on the Application of Visual Representation of Huizhou Cultural Symbols in Modern Commercial Streets

作　　者：金燕娇 JIN Yan-jiao(School of Culture and Media,Anhui Xinhua University,Hefei Ahui 230088,China)

机构地区：[1]安徽新华学院文化与传媒学院,安徽合肥230088

出　　处：《齐齐哈尔大学学报(哲学社会科学版)》2025年第2期133-136,共4页Journal of Qiqihar University(Philosophy & Social Science Edition)

基　　金：安徽新华学院科学研究重点项目:现代商业街的徽文化符号视觉表现应用研究(2021rw004);安徽省质量工程项目:创造性思维在项目导向式教学中的嵌入式应用研究(2021jyxm0617);安徽省质量工程项目:广告学专业改造提升项目(2022zygzts049)。

摘　　要：文化符号是一个地域、民族或国家独特文化的抽象表现,内涵丰富多样,具有极强的象征性。在现代设计中,中国传统文化符号已经渗入到各个领域之中,与现代设计融汇贯通。现代商业街建设中运用徽文化符号的意义在于:弘扬优秀徽文化、打造商业文化IP、创新文化旅游新场景。徽文化符号在现代商业街中既有成功运用也有局限与不足,缺失的原因主要有两点:徽文化符号与街区融合粘性不强、徽文化符号和商业街建筑情感联系不够。为此,融入民俗文化、统一视觉符号系统、交互趣味化视觉表现符号和地域文化品牌,是运用徽文化视觉符号进行现代商业街建设的有效路径。expression of the unique culture of a region,a nation or a country,with rich and diverse connotations and strong symbolism.In modern design,Chinese traditional cultural symbols have penetrated into various fields and integrated with modern design.The significance of using Huizhou cultural symbol in the construction of modern commercial street lies in:carrying forward excellent Huizhou culture,creating commercial cultural IP,and innovating new scenes of cultural tourism.The symbols of Huizhou culture are used successfully in modern commercial streets,but there are also limitations and deficiencies.There are two main reasons for the deficiency:the integration of Huizhou cultural symbols and blocks is not strong,and the emotional connection between Huizhou cultural symbols and commercial street buildings is not enough.Therefore,integrating folk culture,unifying visual symbol system,interactive and interesting visual expression symbols and regional cultural brands are effective ways to use visual symbols of Huizhou culture to build modern commercial streets.

关 键 词：徽文化符号 现代商业街 视觉表现 

分 类 号：J529[艺术—艺术设计]