| Huangmei Opera,as one of the five major operas in China,is known for its simple,beautiful and easy-to-understand performance style,and has been listed in the first batch of intangible cultural heritage.However,with the change of lifestyle and the prevalence of "pan-entertainment" in the new era,traditional operas,including Huangmei Opera,are facing unprecedented development bottlenecks,and it is difficult for people to appreciate the slow-paced traditional opera culture.Faced with such a development dilemma,Huangmei Opera needs to inject new impetus.In recent years,the form of cultural communication based on cultural and creative products has been widely recognized by the market and favored by consumers.From the perspective of semiotics,this paper studies the practical application of semiotics in the design of Huangmei Opera’s creative products.The article is divided into six parts:The first chapter deeply analyzes the research background,research purpose and significance of the subject,and summarizes the development direction and breakthrough of current research,and summarizes the overall paper framework and research ideas through the literature analysis of Huangmei Opera,semiotics and cultural and creative products at home and abroad.The second chapter expounds the semiotic concepts such as binary relation,O.V.S architecture,horizontal combination and vertical aggregation,etc.Through literature research,chart demonstration and other methods,it sums up the combination and replacement methods of symbol units,and summarizes the relationship between symbol unit replacement and design methods,which provides theoretical basis for the design methods of Huangmei Opera’s creative products.The third chapter classifies the signifier cultural symbols and signified cultural symbols in Huangmei Opera through field investigation and literature analysis,based on the binary relation theory of semiotics.Based on the O.V.S framework and the theory of horizontal combination and vertical aggregation,this paper expounds the translation methods of cultural symbols in Huangmei Opera.The fourth chapter,by means of on-the-spot investigation and questionnaire survey,investigates Huangmei Opera’s cultural and creative products,understands the current situation and shortcomings of Huangmei Opera’s cultural and creative products,defines consumers’ purchase intention and consumption characteristics,build huangmei operas and product design process,discusses the huangmei operas and product design principles,for the huangmei operas and practice to provide product design train of thought.The fifth chapter determines the product style,product type,product materials and technology based on product research.According to the translation method of Huangmei Opera cultural symbols,the combination and replacement of Huangmei Opera cultural symbols and cultural and creative carriers are carried out,and the design practice of Huangmei Opera cultural and creative products is completed.The sixth chapter summarizes the above articles and the design methods of huangmei opera cultural and creative products,and puts forward prospects for the future design of huangmei Opera cultural and creative products. |
