金沙“太阳神鸟”符号现代价值的个案分析-a case study of the modern value of jinshas.docxVIP

摘要四川成都出土的太阳神鸟金箔饰当选中国文化遗产的标志，不仅是中国文化 伴随经济发展而复苏的信号，更是文化遗产现代化、市场化的典型事件。“软实力” 理论逐渐深入人心，“传统文化现代化”命题也有新的研究内涵。在此宏观背景下， 太阳神鸟的现代价值个案，无疑成为在传统文化与当代经济两者之间搭建桥梁的 时代范本。中国学术界对文化遗产多进行过去时的静态描述，少有从现代价值角 度进行现在时的动态阐述，自然也就缺乏了文物价值的发扬。本文就出土的太阳神鸟符号创造现代价值的过程为主要内容，突出分析该文 物在当时的时代背景及自身特点。重点落脚在传统文化应用在现代艺术设计价值 和文化价值的方法上，从而得出传统文化价值对现代设计有着重要的指导意义。文章分为两个部分，第一部分从传统文化对现代艺术价值和文化价值的指导 意义及运用层面的研究，通过对金沙遗址出土的太阳神鸟正式启用为中国文化遗 产标志的个案研究。从特殊拓展到一般、个案分析上升到宏观理论研究相结合的 方式，并结合太阳神鸟被应用到现代设计产业的现状，提出了从它的符号重构到 多角度、多领域设计的思路，为设计界提供新的借鉴模板。从特殊拓展到一般、 个案分析上升到宏观理论研究相结合的方式；第二部分主要是将第一部分剖析解 读的文化价值、不足之处与中国设计的现状进行探讨。初步形成将太阳神鸟的价 值文化内涵赋予到现代设计价值理念中，并为相关的设计寻求出新的思路。关键词：太阳神鸟，符号，传统文化AbstractThe Tai Yang Dudievins, which rolled gold and unearthed in Chengdu city, was the symbol of Chinese cultural heritage. It’s not only the signal of the development of Chinese culture and economy, but also the typical event of the cultural heritage’s modernization and marketing. The theory which called Soft power is deeper into mind; and “the modernization of traditional culture” also has a new research content now. In the macroscopic background, the success of The Tai Yang Dudievins’s marketing can undoubtedly analyzes how to connect culture and economy successfully. The research of cultural heritage by Chinese academic circle are lack of dynamic state describing of present tense in design angle,let alone the future prospect.This paper mainly based on the value (including economic value) of The Jin Sha Dudievins, analyzed the background, features and causes according to it’s success, emphased on methods of packing by design theroy, such as visual symbol, and deduced a general method of modern design absorbing traditional cultural form. In conclusion, people can creat new things through additional meaning in a changeless traditional form.This paper is divided into three parts, the first part describes elaborate design, packaging, and analyzes main reasons. The second part interprets the effective merchanism in graphic design theroy for the moder