橱窗设计的叙事体系与方式研究——以爱马仕橱窗为例  

A Study on the Narrative System and Methods of Window Design—Taking Hermès Window as an Example

作　　者：骆春杉 林竟路[2] 

机构地区：[1]浙江理工大学服装学院,浙江 杭州 [2]浙江理工大学浙江省丝绸与时尚文化研究中心,浙江 杭州

出　　处：《Design（汉斯）》2023年第3期1056-1066,共11页设计（汉斯）

摘　　要：橱窗设计是一门集空间艺术、环境艺术、视觉传达艺术为一体的综合艺术,笔者通过对爱马仕橱窗设计的案例分析,发现橱窗设计中存在强烈的叙事性表达,进而对橱窗的叙事体系和叙事方式进行系统研究。发现橱窗设计是以叙事者、叙事作品、观众三个基本要素和叙事主题、叙事元素、叙事结构三个关键要素构建起来的叙事体系,且存在夸张叙事、隐喻叙事、转喻叙事、直接叙事四种叙事方式,其叙事体系和叙事方式可以帮助橱窗有效传递品牌价值和故事,为橱窗设计领域的从业者和研究者提供有益的理论参考和实践指导。The window design is a comprehensive art integrating space art, environmental art and visual communication art. Through the case analysis of Hermès window design, the author finds that there is a strong narrative expression in the window design, and then conducts a systematic study on the narrative system and narrative mode of the window. Discovering that showcase design is a narrative system constructed with three basic elements: narrator, narrative work, and audience, as well as three key elements: narrative theme, narrative elements, and narrative structure. There are four narrative methods: exaggerated narrative, metaphorical narrative, metonymic narrative, and direct narrative, which can help showcase effectively convey brand value and story, This provides useful theoretical reference and practical guidance for practitioners and researchers in the field of window design.

关 键 词：橱窗设计 叙事体系 叙事方式 

分 类 号：I20[文学—中国文学]