从脊兽形象的互文性看现代文创产品设计的文化意象

On the Cultural Imagery of Modern Cultural Creation Product Design from the Intertextuality of Ridge Beast Image

从脊兽的“互文性”出发,着重阐述它作为视觉“文本”的普适性,特别是属于互文性设计策略范畴的双关、拼贴、戏仿、异化等方法,为文创产品设计的文化意象生成带来理论依据。文章将源文本和再生文本相互作用后产生的“互文”关系视为内容主体而贯穿全文,目的在于将可用的“源文本”设计资源转化为能被当代消费者所接受的现代再生文本,以此发掘其中所蕴含的文化意象的市场潜力。

Starting from the“intertextuality”of chiropractic,this paper focused on its universality as a visual“text”,especially the pun,collage,parody,alienation and other methods belonging to the“intertextuality”design strategy category,which brings the theoretical basis for the cultural image generation of cultural creative product design.It regarded the“intertextuality”relationship generated by the interaction of source text and regenerated text as the main content throughout the whole text,aiming to transform the available“source text”design resources into modern regenerated text that could be accepted by contemporary consumers,so as to explore the market potential of the cultural image contained in it.