An Application of the Taiwanese Proverbs of South Min on Cultural and Creative Product Design

• Main Authors: Wen-Chieh Chu, 朱玟潔
• Other Authors: Wan-li wei
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/85744078763528556775

碩士 === 銘傳大學 === 設計管理研究所碩士班 === 97 === The formation of the global village is facing strong cultural invasion, therefore the growing number of minority culture withered and accept the global culture instead. Strong cultural invasion has left the local culture increasingly threatened. Taiwan’s traditional culture also faces the same dilemma, such as Taiwanese proverbs of South Min of intangible cultural heritage. Many countries not only start to concern about the preservation of traditional culture, but also pay attention to the relationship between design and culture. The promotion of cultural and creative products was even listed in the major economic development projects. Behind the design, the cultural context must be enough to enrich the content, and should represent the superficial of the culture and emotional communication. Therefore, the process of how cultural codes be transformed and applied to product design by designers and then obtain consumer’s identification becomes an important factor which impacts on cultural and creative product design. The purpose of this study is to convert intangible culture into cultural code according to semiotics analysis, and build an effective model of cultural and creative product design and development to provide the application of the intangible cultural code in creative design for the cultural and creative industry and designers. First, this study explored Taiwanese Proverbs of South Min and Religious Culture and the relevant literature and collection of Taiwanese religious proverbs of South Min by conducting in content analysis and literature review. Second, the researcher interviewed language scholars and experts, and then aggregated their views by questionnaire survey to sift the precise image vocabulary from Taiwanese Proverbs of South Min. Finally, the researcher takes semiotics as a theoretical foundation and conducts in case study to transform the language into interpretable cultural signs or design factors, and to consolidate the concrete image and accomplish the development of cultural and creative products design through Graphic Design. The results shows that the analysis based on the semiotics can illustrate sources of cultural code and confirm signs and the relationship between the surrounding experiences and environment and the users, which imprint on consumers and give products significant form and meaning. Otherwise, 2-dimensional artwork can reinforce the intensity of subjects’ feeling for adjective vocabulary by providing subjects’ multidimensional observations, and also supplementing the incomplete description of the image.