| 摘要: |
| 目的 以纪念馆为研究对象，探讨了视觉形象设计中互文释义的方法建构，论证了视觉形象设计方法的创新思路。方法 聚焦符号学、修辞学中“互文性”理论的发展与转向，采用文献研究法、案例研究法对相关学科领域的理论延展进行归纳梳理，提出互文性理论研究趋于“多重性”与“工具型”转变。以毛主席纪念堂视觉形象设计实践为例，分别从历史文本、建筑、文物等方面系统构建“视觉语境-视觉语意-视觉语法”三个层次的视觉形象设计方法，并采用图解分析法和实证研究法开展设计分析。结果 形成了设计中“脉络互文-意象互文-结构互文”的多重释义路径。结论 以学科交叉的视角深化视觉形象设计相关思考，互文机制的探讨不仅有利于时代语境流变中创新文化符号的传承方式，更有助于在不同媒介关系中扩展视觉形象设计的系统方法。 |
| 关键词: 互文性 纪念馆 视觉形象设计 毛主席纪念堂 创新思路 |
| DOI：10.19554/j.cnki.1001-3563.2023.04.026 |
| 分类号:TB472 |
| 基金项目:国家社科基金艺术学重大项目(21ZD24);2021年度清华大学自主科研计划文科专项项目(20215080006) |
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| Innovative Ideas for Visual Identity System Design of Memorial Hall under the View of the Intertextual Field |
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WANG Yue, CHEN Lei
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(Academy of Arts and Design, Tsinghua University, Beijing 100085, China)
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| Abstract: |
| The work aims to take memorial hall as the research object to discuss the construction of intertextual interpretation method in visual identity design and demonstrate the innovative ideas of visual identity system design method. Focusing on the development and transformation of the "intertextuality" theory in semiotics and rhetoric, literature research method and case study method were adopted to summarize and comb the theoretical extension of related disciplines and propose that the theoretical research of "intertextuality" tended to be "multiple" and "tool-type". With Chairman Mao's Memorial Hall as an example, a three-level visual identity system design method of "visual context-visual semantics-visual grammar" was built from historical texts, architecture, cultural relics and other aspects of the memorial hall. Then, graphical analysis and empirical research were adopted to carry out design analysis. Thus, the multiple intertextual paths of "contextual intertextuality-image intertextuality-structural intertextuality" were formed in the design.The thinking related to visual identity system design is deepened from the perspective of interdisciplinarity. The discussion of intertextual mechanism is not only conducive to the inheritance of innovative cultural symbols in the context of the times, but also beneficial to extending the systematic approach of visual identity system design in different media relations. |
| Key words: intertextuality memorial hall visual identity system design Chairman Mao's Memorial Hall innovative ideas |
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