A Study of Auspicious Goods with Auspicious Symbols Applied to the Industries for the Spring Festival in Taiwan

• Main Authors: Tu-Ching Lin, 林裕清
• Other Authors: Sheng-Min Hsieh
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/83507885081162785980

碩士 === 國立雲林科技大學 === 視覺傳達設計系碩士班 === 95 === Auspicious images associate with culture, history. And, it is relevant with people’s life, for example, people have to buy some auspicious goods to celebrate Chinese New Year. This paper is intended as an investigation of auspicious goods in Taiwan. We try to understand the relation between the industries environment and productive development through interviewing with the industries that produce auspicious goods. We analyze the problems that the industries should face in the life. The study aims auspicious image’s design, forms, and contains to observe the changing of creations during the productive development. Then, we compresses all classifying analysis to explore the auspicious image’s feature and figures out how these images reflect on our culture. The study uses qualitative research and its main research ways are interview, investigation and symbol’s analysis. The result is below. The result of investigation is that the rate of elimination is high for auspicious images. In addition, auspicious images make the most of fashion and using new materials in design. Painter’s skill is important for auspicious goods because experienced painters are full of esthetic and their works can qualify marketability and can cohere with the expected cost. The painters who master to draw traditional auspicious picture have to face a serious problem that no apprentice would like to learn this traditional skill. The traditional painters become less and less. The cost of manpower is high in the local region and the price of auspicious products can not increase in the market. The productive procedure has been separated two parts in recent years. The products are designed in Taiwan and are printed and packed in China. Besides, the China industries develop themselves products and import to Taiwan. It has affected the market in Taiwan. Because of urbanization, traditional customs become less important than ever. The science and technology alter traditional activities, such as, Chinese New Year and the environment of industries. Although, the industries have diversiform products, those products are sold less. The industries are worried about the current situation now. It has been known that spring Festival couplets have combined with New Year pictures for years. This study divides auspicious images into two types which are pictures and texts. In these two types, they are classified again into six types. The first type is cartoons which contain cute pictures, copyrighted cartoons and mimicking famous cartoons. The second type represents children’s image mainly like traditional children who dress traditional costume, young God of wealth, and modern children. The third type represents God in the religion, such as, traditional god of wealth, new style of god of wealth, and cute god of wealth. Describing joyous events and festivities is the fourth types. Lucky items are fifth type. The sixth type is texts which includes do-funs and gatepost couplet. The meaning of traditional auspicious images has three kinds of collocations. The first kind of collocation is that use single symbol to convey one meaning. Using multiple symbols to show one meaning is the second kind of collocation. The last kind of collocation is multiple symbols which show manifold meaning. And, the auspicious new images have two kinds of collocations. The first kind of collation would use different Age’s symbols in a picture. Another kind of collation would use multiple symbols show different styles in a picture. The religious roles can meet the needs of the market. Child is the typical auspicious role. In the statistic of the auspicious symbols, the odd-shaped golds show in pictures at most. Moreover, the odd-shaped golds usually show with children’s images. It reveals that Chinese love money very much but appears their desires implicitly. All in all, spring Festival couplets and New Year pictures are necessaries. The council for Cultural Affairs holds the activity of New Year pictures, in order to promote our culture and art. Furthermore, the activity can show that the government attaches importance to people’s need in the life, and arts can involve in our life through the activity. The features of new auspicious images display the roles of cartoon, our culture, religion, and new roles that are creating from new religion. The auspicious images reflect inner our culture in the society. The cartoon or foreign religion change our traditional culture and products designed, and the auspicious images reflect the phenomenon of mixed cultures in the visual culture. The auspicious images indicate indirectly happiness and spiritual commitment that users expect in the future. Through the statistics that analyze the auspicious symbols, people tend to buy products that symbol money and wealth. It shows most people’s desire and there are full the tone of pursuing money in the society.