闽南传统元素在泉州民企品牌塑造中的运用——以盘长纹艺术符号为例

The Using of Traditional Elements of Southern Fujian in Brand Image-building by Quanzhou Private Enterprises——A Case Study on Panchang Figures

盘长纹是闽南地区常见的传统元素之一,因其吉祥喻意深受当地居民喜爱。研究并梳理盘长纹的发展变化,系统分析其艺术符号的能指与所指,深刻的揭示了世俗审美活动在器物装饰上的映射,从中也可以看到人们对生命的崇拜和对吉祥的企盼。泉州民营企业在塑造形象时应注重传统文化的融入,深入挖掘盘长纹的意涵,找到盘长纹与企业文化的相通之处,强化企业品牌形象的民族化特征,是中国企业在国际化进程中不断取得胜利的又一路径。

The article is mainly about one of the traditional Southern Fujian elements-Panchang figures. It thoroughly studies its signifier and signified, reveals that the Panchang figures is the worldly aesthetic activity reflection on the implements＇ adorn mention.From the Panchang figures we can see the people worshiped on reproduction and hoped for auspiciousness. Rooted in the national spirit, the private enterprises of Quanzhou have been digging more creative shapes and infusing new meanings into Panchang figures.At the same time,with these new .creations,Panchang figures is being applied to images of private enterprises and brands,thus making the traditional culture renewed and developed in the image-building of modern brands.