符号学视域下的汉代建筑文创产品设计研究

目的 基于莫里斯符号学理论，研究汉代建筑的文创产品设计策略，为传统古建筑文化的现代性转型拓宽思路。方法 以莫里斯符号三分法理论为指导，将符形学、符义学、符用学研究引入文创产品设计中。基于符形学角度，提取汉代建筑的造型信息，分析各建筑的形制特征与构成关系，导出造型的感性抽象设计策略;基于符义学角度，解读汉代建筑遗存，深挖建筑文化，导出内容的直接引用设计策略;基于符用学角度，梳理汉代建筑的社会功用价值，导出设计的系列组合化策略。符号三维分析并行，探索传统造物与现代设计结合的可行性。结论 汉代建筑造型古拙，结构体系多样，是汉代人生活方式、造物观念的真实映射。应用莫里斯符号学分析汉代建筑内容，从符号三维角度导出文创设计策略，产出内涵丰富、功能多样的汉代建筑文创产品，为传统古建的现代性转型拓宽提供研究思路，塑造文化新价值。

Design of the Han Dynasty Architectural Cultural and Creative Products from the Perspective of Semiotics

design strategy of modeling was derived. From the perspective of semantics, the architectural remains of the Han Dynasty were interpreted, the architectural culture was explored, and the direct reference design strategy of the content was derived. From the perspective of pragmatics, the social functional value of the Han dynasty architecture was sorted out, and the series of combinatorial strategies were derived. Three-dimensional analysis of semiotics was adopted to explore the feasibility of combining traditional creation with modern design. The Han Dynasty architecture is ancient, and the composition system is diversified. It is a reflection of the lifestyle and concept of creation in the Han Dynasty. Applying Morris semiotics to analyze the Han dynasty architectural content, export creative design strategies from the three dimensions of semiotics and produce the Han Dynasty architectural cultural and creative products with rich connotation and diverse functions provides a useful reference for the modernity transformation of traditional ancient buildings and shapes new cultural values.