意象研究之教学转化:汉字创意资源在广告教学中的作用

Teaching Transformation of Image Research: Function of the Creative Resources of Chinese Characters in Advertising Teaching

"意象"研究在中国学术史上,有着重要的地位:无论哲学,还是文学、艺术学都有人进行过深入的阐释,我们则从语言文字学的角度对它进行了研究。针对广告教学的需要,梳理出"意象"的创意本质:"立象以尽意",并把它应用到广告创意教学当中。本文重点讨论了相关的汉字创意资源,认为汉字在表意过程中,是用人们认识的客观世界某一事物的一个或几个特点去代表该类事物特点的全集;在记录语词时,严格遵循了艺术创作的基本规律:"立象以尽意"。汉字与表音文字比较,在文字层面存在创意过程,具有原型性,因而每一个汉字都是一个经过时间洗练的、独特的创意。把所有汉字创意汇集起来,就形成了语言文字世界中独有的汉字创意资源,这一创意资源因其原型性、视觉性,对读图时代的当代人、对当代广告创意的学习与训练具有独特的作用。

The study of image plays an important role in the academic history of China. It has been deeply explained from the perspectives of philosophy,literature or art. And in this paper,it will be studied from the angle of linguistics and philology. In view of the needs of advertising teaching,the creative essence of image is combed out: a character should fully convey its meaning,and should be applied to advertising creative teaching. This paper focuses on the related creative resources of Chinese characters,and holds that in the process of expression a character is a set that represents one or several features of a thing in objective world. When recording words,it strictly follows the basic rule of artistic creation: a character should fully convey its meaning.Comparing with phonetic characters,Chinese characters is prototypical in the creative process at the character level;therefore,every Chinese character is a unique creativity after a period of time. The unique creative resources of Chinese characters in the world of languages and characters come into being when all the creative ideas of Chinese characters are put together. Because of its archetypal and visual nature,this creative resource plays a unique role in the study and training of contemporary people in the era of reading pictures and advertising creativity.