基于皮尔斯符号学的《苗族古歌》符号在品牌设计中的应用

根据皮尔斯符号学三分法,通过研究《苗族古歌》原文及相关文献,结合苗族剪纸、蜡染纹样及受试者心理感受,整合出一套完整的《苗族古歌》符码体系,并将其应用于《苗族古歌》“非遗”文化传播。以品牌设计为切入点,验证所提炼符号的传播性及符码体系在《苗族古歌》“非遗”文化传承与发展中应用的可行性,进而形成适应现代传播与发展的新形式。

Based on Pierce's semiotic trichotomy,through studying the original text of the Song of the Miao and related literature,combined with the Miao paper-cutting,batik patterns and the psychological feelings of the subjects,we integrated a complete set of symbol system of"Ancient Miao Songs",and applied it in the communication of the"non-heritage"culture of"Ancient Miao Songs".Taking brand design as an entry point,the study verifies the communicability of the extracted symbols and the feasibility of applying the symbol system in the inheritance and development of"Ancient Miao Songs"culture,so as to form a new form adapted to modern communication and development.