| 摘要: |
| 目的 在数智化时代背景下，探讨如何有效地将AI生成技术应用于澳门文创产品的设计之中。方法 运用查尔斯.莫里斯符号学理论，以澳门城市大学校园文创为例，从语义、语形、语用三个维度分析其文化符号，并结合AI生成工具Midjounery以构建文创设计理论框架。首先，从语义维度梳理文化符号中能指与所指的关系;其次，从语形维度选取文化符号并提取其形式;然后，运用AI生成工具Midjourney对提取的符号进行智能生成，创造出符合用户需求的多样化效果;最后，将智能生成的符号元素与产品形式相结合，从语用维度实现基于澳门葡式铺装文化符号的文创产品设计。结果 本文构建了“符号释义—形态呈现—AI生成应用推广”的设计逻辑，以校园文创为例进行设计应用并验证其可行性。结论 研究结果表明了将AI生成技术应用于文创产品设计的有效性与可行性，为促进地域传统文化的保护、发展，以及学科交叉提供了有益参考和启示。 |
| 关键词: AI生成 莫里斯符号学 葡式铺装 校园文创产品 传承与创新 |
| DOI：10.19554/j.cnki.1001-3563.2023.18.001 |
| 分类号:TB482 |
| 基金项目:2022年度江苏高校哲学社会科学研究项目(2022SJYB1842);中国博士后科学基金第73批面上资助项目(2023M730270) |
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| Macau Cultural and Creative Design under the Background of Digital Intelligence Era:Take the Campus Cultural and Creative Product of City University of Macau as an Example |
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LIU Jia-xing1, ZHU Yong-chao1, CUI Yin3
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(1.Academy of Arts & Design, Tsinghua University, Beijing 100084, China;2.City University of Macau, Macau 999078, China;3. Beijing Institute of Technology, Beijing 100081, China)
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| Abstract: |
| The work aims to explore how to apply AI generation technology to the design of cultural and creative products in Macao under the background of the digital intelligence era. The campus cultural and creative products of City University of Macau were used as a case study. Based on the semiotic theory of Charles Morris, its cultural symbols were analyzed from three dimensions of semantics, morphology and pragmatics, and a theoretical framework of cultural and creative design was constructed with Midjounery, an AI generation tool. Firstly, the relationship between symbolic signifiers and their meanings was analyzed from a semantic perspective. Secondly, cultural symbols were selected from a linguistic perspective, and their forms were extracted. Then, the extracted symbols were intelligently generated by the AI generation program, Midjourney, to create diverse effects that met user needs. Finally, the intelligently generated symbol elements were combined with product forms to achieve the cultural and creative product design based on the Macau's Portuguese pavement cultural symbols. The design logic of "Symbol Interpretation, Form Presentation, AI Generation, Application, and Promotion" is constructed to take campus cultural and creative product as an example in design application and verify the feasibility of this approach. The results indicate the effectiveness and feasibility of applying AI generation technology to the cultural and creative products design and offers valuable insights and inspiration for promoting the preservation and development of regional traditional culture and interdisciplinary approaches. |
| Key words: AI generation Morris semiotics Portuguese paving campus cultural and creative products inheritance and innovation |
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