论文部分内容阅读
商标符号图式之所以能够承载信息,并且被我们所理解,就在于符号图式具有范型(Pattern)的意义。范型是一种人们共有的精神结构,人类的一切感知都是通过范型发生的。本文从商标符号图式概念、视觉思维的认知匹配、符号形式的主导性规范及其创造性的转换等方面,论述了范型建构在商标设计及意义阐释中的基本规律。
The reason why the trademark symbol schema can carry information and is understood by us is that the symbol schema has the meaning of a pattern. The paradigm is a kind of mental structure that people share. All human perceptions happen through the paradigm. This paper discusses the basic rules of the paradigm construction in trademark design and meaning interpretation from the aspects of the concept of trademark symbology, the cognitive matching of visual thinking, the dominant norms of symbolic form and their creative transformation.