冬奥会吉祥物冰墩墩的符号建构

SYMBOL TECTONIC OF THE WINTER OLYMPIC MASCOT BING DWEN DWEN

探究冰墩墩的设计元素构成及背后的设计理念,有助于推动我国文创设计产业发展。以设计符号学理论为基础,从语义、语构和语用三个维度,详细分析了冰墩墩设计中的原型创意、视觉符号和跨文化传播;并探讨了其蕴含的美学价值、文化价值和经济价值。将中国文化元素与奥运精神完美结合,是冰墩墩成功的关键。充满文化韵味和时代特征,并能与人“共情”的作品,才能得到人们的青睐。

Explore the design elements of Bing Dwen Dwen and the design concept behind it,aiming to promote the development of my country's cultural and creative undertakings.Based on the theory of design semiotics,from the three dimensions of semantics,language structure and pragmatics,this paper analyzes the prototype creativity,visual symbols and cross-cultural communication in the design of Bing Dwen Dwen in detail;and discusses the aesthetic value and cultural value contained in it.and economic value.The key to the success of Bing Dwen Dwen is the perfect combination of Chinese cultural elements and the Olympic spirit.Only works that are full of cultural charm and characteristics of the times and can"empathy"with people can be favored by people.