以第九届亚洲冬季运动会吉祥物“滨滨”与“妮妮”为研究对象,系统考察拟人化设计策略在大型国际赛会吉祥物设计中的作用机制与实践路径。研究采用案例分析法,从原型选取、角色设定、形象设计及延展设计四个维度,系统解析拟人化策略的具体实践,并结合霍尔表征理论加以阐释。研究揭示,以文化为核心、以拟人化设计为转译媒介,将文化融入吉祥物形象,是塑造吉祥物的策略核心。在大型国际赛会吉祥物设计中,文化深度与拟人化设计的有机融合共同构成实现文化意义建构的完整策略,为吉祥物从视觉图像向文化载体的转化提供了根本路径。
Abstract
The work aims to study "Binbin" and "Nini," the official mascots of the 9th Asian Winter Games, to systematically analyze the operational mechanisms and practical pathways of anthropomorphic design strategies in mascot design for major international sporting events. The case study methodology is employed to conduct a systematic analysis on the mascot design process across four dimensions of prototype selection, character setting, image design, and extended application design. The anthropomorphic strategy at each practice stage is examined in depth and further interpreted through the lens of Stuart Hall's Representation theory. The findings reveal that positioning culture as the core driver and anthropomorphic design as the medium of cultural translation through which cultural elements are integrated into the mascot's images constitutes the strategic core of effective mascot design. In the mascot design of major international sporting events, the organic integration of cultural depth and anthropomorphic design constitutes a complete strategy for constructing cultural meaning, providing a fundamental pathway through which mascots can transcend their role as visual images to become carriers of cultural significance.
关键词
第九届亚冬会吉祥物设计 /
拟人化策略 /
东北地域文化 /
亚冬会文化 /
表征
Key words
mascot design of the 9th Asian Winter Games /
anthropomorphic strategy /
regional culture of Northeast China /
culture of the Asian Winter Games /
representation
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