【作者】 张珂；

【导师】 管家庆；

【作者基本信息】 武汉大学 ， 设计艺术学， 2017， 硕士

【摘要】 四大文明古国都曾出现过印章文明,印章的使用是一个共同的文化现象——印章在作为传播载体时,有着打破文化壁垒、地域限制的先天优势。传统印章以标志示信为主要功能,是广泛参与社会生活的制度之器。我国的印章艺术与书法相结合形成特殊的篆刻艺术。在当代,基于印章特殊艺术表现形式与符号传播特点,旅游纪念印章被用来作为旅游景区文化活动的特殊宣传媒介。本文旨在探索印章在不同社会语境下,其功能、表达方式与信息传达效果之间的联系,最终指导设计实践——为汉阳区设计系列旅游纪念印章并策划对应推广活动。研究通过文献分析法梳理印章起源与大致发展脉络。归纳不同社会背景,文化诉求下印章题材、图文布局、造型和审美的特点与功能的衍变以指导现代旅游纪念印章的定位与设计。按照“活动目的——集章方式——印章视觉元素表现——达到效果”的模板来对“上海世博会集章活动”、“台湾娜娜集章活动”、“高雄设计节——创意逛大街印章收集活动”这三个成功运用旅游纪念印章来进行地区营销与活动宣传的案例进行分析,进一步了解印章的“功能诉求——表现形式——成果满意度”步骤之间的关系并进行经验总结。研究最终得出游客对集章、赏章、敲章的热衷实际上是符号消费的过程。符号消费满足人们对差异的追求、加剧社会分层、证明人们在消费社会中的身份。同时这种行为也是新的文化认同方式,引发了以符号消费为基础的文化认同感。因此在旅游纪念印章的设计过程中应注重以“在地特殊文化符号”建构“差异化”,即从风格定位到印面图像造型都应当立足文化特色。最终确定以“景区文化”与“楚国造型特点”为设计基调进行汉阳旅游纪念印章设计。更多还原

【Abstract】 Seal has appeared in the four ancient civilizations,the use of the seal is a common cultural phenomenon-seal as a carrier of transmission,has advantages to break the cultural barriers and geographical limitations of the inherent.Traditional seal,which is a device widely involved in social life system,used to play the role as credit symbol.Chinese seal art and calligraphy combined to form a special seal carving art.In contemporary times,based on the special form of art and symbolic form of seal,the tourist memorial seal is used as a special propaganda medium for cultural activities of tourist attractions.This research aims to explore the link between the seal function,the expression mode and the information transmission effect in different social contexts,and finally guide the design practice-to design the series of tourist memorial seal for Hanyang district and plan the corresponding promotion activities.Research on combing the origin and general development of seal through literature analysis.Summed up the different social background,cultural appeal under the seal theme,graphic layout,modeling and aesthetic characteristics and functions of the evolution to guide the modern travel commemorative seal of the positioning and design.Three cases are presented to show how to apply souvenir seal into regional marketing and campaign promotion.The study think of the seal collection behavior as the process of symbolic consumption.Symbolic consumption meet people’s pursuit of being differences,increase social stratification,to prove that people’s identity in the consumer society.At the same time this behavior helps to deepen cultural identity.That is,from the style positioning to the printed image modeling should based on cultural characteristics.更多还原