吉祥物设计的主体性.doc

/ /吉祥物设计的主体性The subjectivity of the mascot design 摘 要：吉祥物是人类原始文化的产物，世界不同的吉祥物代表着不同的文化。吉祥物设计是门综合性设计 交叉性学科。无论从事的是建筑领域、平面领域、还是专业的卡通领域，对吉祥物设计都有发言权。创造吉祥物就是在创造生命，在每个吉祥物身上能找到设计师的文化底蕴和艺术修养，所以对于设计师而言，任重而道远。Abstract: the mascot is a product of human primitive culture, the different mascot represents a different culture. Mascot design is a comprehensive design and cross discipline. Whether involved in the construction field, flat areas, or professional cartoon, all have a say in mascot design. Mascot creation is the creation of life, in each of the mascot designers can be found on the culture and artistic accomplishment, so for designers, a long way to go. 关键词：吉祥物 主体创作 设计修养Keywords: mascot creation and design subject training 一、 吉祥物的本质意义the nature meaning of mascot 在网上的百度百科里对吉祥物这样解释：“吉祥物一词,源于法国普罗旺斯语Mascotto,直到19世纪末才被正式以Mascotte的拼写收入法文词典,英文Mascot由此衍变而来，意能带来吉祥、好运的人、动物或东西。”或者说起这个词语，也许让国人们第一时间想起的是还未退去的奥运热的奥运会中的那些吉祥物们。 In baidu encyclopedia online for the Mascot, explains: the word Mascot from French provencal, Mascotto, until the end of the 19th century was formally to Mascotte income French spelling dictionary, English Mascot from this development, which can bring good luck, good luck to people, animals, or things. Or talking about the word, may make the people first think of is the has yet to recede the mascot of Olympic Games Olympic fever. 来看看中国最古老也是最成功的吉祥物之一：龙。不是实物崇拜，而是文化创造，不仅是一种文化的实存，也是一种抽象的象征。在东方，龙绝不是中世纪时人们心目中那种可怕怪物，而是力与美的化身。它变化多端，因而充满生命力。说文解字中提到的龙：“鱗蟲之長。能幽，能明，能細，能巨，能短，能長；春分而登天，秋分而潛淵。”意思就是说，随着龙的苏醒意味着自然力的回归，并且是能带来丰饶水分的象征，带来种种好运。古今都在传颂这种传说中的瑞兽，古人奉之为神灵，尤其对中华民族来说，龙是神话中赞美的偶像，是神的旨意的传递者，是财富的守护神。龙有着东方特有的神秘主义形式，蕴涵着中国文化的观念，在龙的形象中蕴含着天人合一的宇宙观，表达了追求天人关系的和谐性，体现了多元的统一。Look at the oldest is also one of the most successful mascot: China dragon. Worship is not physical, but the cultural creation, not only is a kind of cultural existence, also is a kind of abstract symbols. In the east, the dragon is not in the middle ages people mind the terrible monster, but force and incarnation of beauty. It varied, so full of vitality. Said wen jie zi referred to in the dragon: scale insect long. Can you, can, can, can, can, can grow; the vernal equinox and heaven, autumnal equinox and dive deep. It means that, with the return of the awakening of the dragon means that the forces of nature, and is a symbol of can bring rich moisture and bring good luck. Talk of ancient and modern are the legendary benevolent, the ancients serve as gods, especially for the Chinese nation, the dragon is a myth in praise of idols, is the transmission of the will of god, is the patron saint of wealth. Dragon has a peculiar to eastern mysticism form, contains the idea of Chinese culture, in the image of dragon contains the unity of nature and man, expressed the pursuit of the harmonious sex relation of man and nature, reflects the unity of diversity. 而在西方，龙却有着和东方不同的定义和寓意，在西方人严重龙是一种邪恶的动物则是邪恶的代名词。它也是一种传说生物，拥有强大的力量及魔法能力，种类很多，其家族的庞大比起东方的龙来毫不逊色。最开始，龙是一种忠诚卫士的象征，在希腊神话中，不少的“龙”会被委托的财宝守护者。公元八至十世纪，随着基督教圣经的普及，同时也普及了在西方人们对龙形象的认识，圣经种记载着龙的形象：大红色，七头十角。这条赤龙的名字又叫撒旦。于是，西方龙就从“守财奴”堕落成了最邪恶的魔鬼，被描述成罪恶、狡诈和残忍的代表。随着基督教的传播以及欧洲人的扩张，龙是魔鬼撒旦的恶名在欧洲，乃至在世界也就传播开来。In the west, the dragon have a different definitions and implications and the east and the west serious dragon is a vicious animal is synonymous with evil. It is also a kind of biological legend, has a strong ability of might and magic, a lot of more phyletic, the familys huge compared to the eastern dragon. Initially, the dragon is a symbol of loyal guards, in Greek mythology, many of the treasures of dragon will be entrusted by the guardian. The eight to 10 century, with the popularity of the Christian bible, also popular in the west people understanding of dragon image, the bible records the image of the dragon: big red, seven heads and ten horns. The red dragons name, also called satan. So the western dragon is from miser to become the most evil demon, is described as representatives of evil, cunning and cruel. Along with the spread of Christianity and the expansion of the European people, the dragon is the devil satans reputation in Europe, and is spread in the world. 同一个名词，我们可以看出，中国的龙与西方的龙（dragon）尽管都是想像的产物，但绝不相同，它们的文化渊源不同，以至形象有别，神话各异，象征意义相悖。The same term, we can see that Chinese dragon and the dragon (dragon) in the west though is a product of imagination, but not the same, their cultural origin is different, different from that image, mythology, symbolism. 由此可见，吉祥物是人类原始文化的产物，是原始的人类在同大自然的斗争中形成的人类原始的文化，是一种象征性的东西。人们借助于某一具体事物的，寄寓某种愿望，或表达某种富有特殊意义的思想。再看看现代，国外乃至世界最具影响力的吉祥物：米老鼠。世界上最出名的老鼠。在1922年，当沃尔特21岁的时候，有天他伏案画画，有只小老鼠偷跑到他的桌子上，小老鼠发现沃尔特没有赶它走或置它于死地，就大胆地与他逗乐，这两个生灵建立的深厚的感情。就在沃尔特计划要制作一部新的卡通片，计划要塑造一个新的角色时，那只令他念念不忘的小老鼠就突然从他的脑海里蹦了出来。米老鼠为史上最受欢迎的卡通形象。有人甚至称它为“魔幻之影”。而这个形象不仅仅停留在屏幕中，迪士尼公司利用米老鼠在全世界的号召力，建立了迪士尼的品牌，开创了迪士尼主题公园。迪士尼成了美国的偶像，是美国文化的象征。由此看来，米老鼠的诞生也并不是空穴来风的，跟沃尔特本人的亲身经历有着密切的关系，是来自作者本身心里对于真实老鼠形象的升华，是作者内心的表达。Mascot, therefore, is a product of human primitive culture, is formed in the primitive human beings in their fight against nature of original culture, as a symbolic. People by means of a specific things, using some kind of desire, or express some rich and special meaning of thought. Look at modern times, and even the worlds most influential foreign mascot: Mickey Mouse. The worlds most famous mice. In 1922, when walter at the age of 21, one day he desk drawing, a little mouse steal ran to his desk, the little mouse found walter didnt throw it out or kill it, bold laugh with him, the two creatures to establish deep feelings. As walter is planning to make a new cartoon, plan to shape a new role, the little mouse make he suddenly jumped out from his mind. Mickey Mouse is historys most popular cartoon image. Some people even call it shadow of the magic. And this image not only stay on the screen, the Disney company with Mickey Mouse in the world of charisma, has established the Disney brand, created a Disney theme park. Disney became American idol, is the symbol of American culture. It seems that the birth of the Mickey Mouse is not unfounded, my experience has the close relationship with walter, is from the author itself for the sublimation of real mouse image in my heart, is the author of inner expression. 2、 吉祥物的创作风格the writing style of mascot 现今吉祥物出现了两大趋势，一个是智慧型，看起来貌似平静，外表呆板，可是在其背后却隐藏着大智慧。例如雅典奥运会的吉祥物，它们小小的脑袋，长长的脖子，大大的脚丫。这个灵感是来自于希腊最古老的陶土雕塑玩偶“达伊达拉”为原型设计，设计师追溯了悠久历史，将古希腊娃娃玩具和现代概念结合起来，创造出了雅典娜和费沃斯。另一种是活泼型，看起来动态十足，活泼兴奋，个性张扬，动作夸张，表情丰富。这类代表是迪士尼风格的吉祥物，给人快乐的感觉，带来愉悦的气息。Mascots have appeared two trends today, is smart, look calm, look dull, but hidden behind the great wisdom. The mascot of Athens Olympic Games, for example, they a little head and a long neck and big feet. The inspiration comes from the Greek one of the oldest terracotta dolls dara his for the prototype design, designer traces the long history, the ancient Greek doll toys and the concept of the modern, to create the Athena and phevos. Another is lively, dynamic look, lively and exciting, individual character make public, exaggeration, rich in expression. Such representative is the mascot of the Walt Disney style, give a person the feeling of happiness and pleasure. 在现代社会中，无论是智慧型还是活泼型，通过有着特殊意义的吉祥物们，能够很快的加强活动或者公司的形象记忆，这也就是为什么每届奥运会都会大费周章的去设计吉祥物的原因。吉祥物也有让某一团体凝聚向心力及讨吉利的作用，通过不同的吉祥物从而可以认识不同的文化。In modern society, both in an intelligent and active type, through the mascot has a special meaning, can quickly enhance memory activities or the companys image, which is why would struggle to design in each Olympic Games mascot. Mascot has let a community cohesion centripetal force and the role of luck, through different mascot, which can get to know different cultures. 无论是来自什么样的类型,引人注目却是共同的特点, 如何一出场便吸引众人眼球？如何让形象富有深刻的寓意？如何让个性形象深入人心？这无疑对吉祥物设计的未来提出了更高的要求。What kind of type, whether from striking is a common characteristic, how appearance will attract people? How to make the image rich in deep meaning? How to make the character image is deeply rooted in the hearts of the people? Certainly the future of the mascot design put forward higher request. 三、设计的主体性the subjectivity of the design 艺术由人创造，是人知识的体现，是人对自然理解的表现，是人本体主观的对物体的意象化。所以，人是艺术的主体，王岳川说：“艺术不再是去意指实在的绝对本体，而是人的活动过程的诗意显现。”“美在于生命，美是生命活动的超越性价值，艺术是生命之美的创造。艺术本体是艺术活动本体、作品本体和价值（超越）本体的统一。”Art created by man, is the embodiment of the knowledge of people, is a sign of understanding human beings with nature, is the ontology of subjective images of objects. So, who is the main part of the art, the Wang Yuechuan said: art is no longer truly means refers to the absolute ontology, but poetry appeared in the process of activity. Beauty lies in the life, the value is the transcendence of life activity, is the beauty of life to create art. Art ontology is a art activity (beyond) ontology ontology, ontology and value of unity. 一个好的吉祥物形象，给人感觉的第一感应该是一个具有生命的生物，应该体现出思想。吉祥物也就是创作者通过内在的智能活动构建一个虚拟的象征形象，传达人类的渴望，和超越现实的信息。老子说：“故道大，天大，地大，人亦大。” 在他看来，空旷的宇宙之中有四个最为伟大的东西，而人就是其中的一个。从古至今一直强调着人，这个主体的重要性。所以人的主体精神的高低完全决定了吉祥物作品境界的高低。因此提高设计师本身的的素质成了创造优秀作品的重点，一方面基于个人的先天素质，后天方面，不仅要加强对基本功的落实，同时也要“眼观四面，耳听八方”。A good mascot image, feeling giving a person the first feeling is supposed to be one who has a life, should embody the ideas. Mascot is the creator through internal intelligence activities to build a virtual image, the symbol of conveying human desire, and transcend reality of information. Lao tze said: communist-held big, big, big, is also big. Empty universe, in his opinion, there are four most great things, and people is one of them. Historically have been emphasized, the significance of this subject. So the body of the human spirit of completely determines the mascot work boundary. So to improve the quality of the designer itself became the focus to create outstanding works, on the one hand, based on personal innate qualities, the day after tomorrow, not only to strengthen the implementation of the basic skills, but also all eyes and all ears. 古人有三不朽的说法，鲁叔孙豹在左传里这样给不朽分类和定义：太上有立德，其次有立功，其次有立言， 虽久不废，此之谓不朽。 把“德”放在第一位，其次才有“功”和“言”之说，这虽然有些绝对，但也不无道理。创作者应该有着正确的政治态度，思想作风，道德规范和行为规则，而这些是远远不够的。对于一个优秀的设计师来说，应该站在一个更高的层面上。创造出来的作品应该流露出设计师对社会，自然，历史，哲理的观点。如果一个设计师没有优秀的世界观和美学观，也就是对社会，自然，哲理没有正确的把握和体验，那么他就不能向世人展现一个灵动的生命，无法构建出完美丰满的形象。The ancients have three immortality, LuShuSun leopard that give immortality in zuozhuan, the classification and definition: khalid too, second have contributions, second sets, although for a long time dont waste, this is called immortal. DE in the first place, the second is work and speech say, that although some absolutely, but it also makes sense. Creators should have a correct political attitude, ideological style, ethics and rules of behavior, and these are not enough. For an excellent designer, should stand on a higher level. Should created works reveals stylist to society, nature, history, philosophy point of view. If a designer doesnt good world outlook and aesthetic view, also is the society, nature, philosophy is not the correct grasp and experience, so he cant show to the world the life of a clever, unable to construct the fullness of perfect image. 设计师思想品质的高低，只有用唯物主义辩证法的立场观点来看待事物，用人类历史上的优秀积极的成果充实自己，用生活实践不断丰富自己，才能达到高品位的思想境界，站在历史的高度去思考社会和人生，这样的设计师才有可能创造出有思想深度的作品来。Designers thought quality of high and low, only in materialist dialectics position point of view to look at things, with the history of mankind outstanding positive results enrich himself, with life practice to constantly enrich themselves, to achieve high stature, standing in the height of the history of thinking about society and life, so that the designer could work to create a thinking depth. 吉祥物设计是一门交叉性综合学科，优秀的吉祥物不应局限于平面二维，或是立体三维，应适用于任何媒体介质。现代的动画技术发展让吉祥物的建模，更直观、更便捷，除此之外，还有纸艺、陶艺、FLASH、充气模型、长毛绒玩具、快速成型技术等等。设计师可以利用丰富完整的历史实物资源，感知不尽的艺术特性，不胜例举的材料技术和表现手法，渗透着来表现文化精神和意蕴趣味。文化属性的内涵和精神意蕴的表现，就是现代审美所探索的核心。美国艺术家戴维史密斯曾说过：“没有任何传统的艺术中，什么也不会有。”所以，吉祥物无论是二维平面还是立体多维的形态，或是各种材料技术和表现的手法，都需要源自文化属性的深入认识和领悟。Mascot design is a its multi-discipline comprehensive discipline, good mascot should not be limited to two-dimensional, and three-dimensional 3 d, the medium should be applied to any media. Modeling of modern animation technology development make mascot, more intuitive, more convenient, in addition, there are paper art, pottery, FLASH, plush toys, inflatable model, rapid prototyping technology, and so on. Designers can take advantage of the complete history and physical resources, rich sense of art features, there are examples of material technology and technique of expression, and penetration to express the cultural spirit and connotation. Cultural attributes of connotation and the spiritual connotation of performance, is the core of the modern aesthetic, probes. American artist David Smith once said: there is no traditional art, what also wont have. Mascot, therefore, either in the two-dimensional plane or three-dimensional multi-dimensional form, or a variety of materials technology and the performance of the technique, are derived from cultural attributes of the deep understanding and the understanding is needed. 所以只有设计师本体有着高尚情操和品质，才能创作出有着高尚情操和品质的作品，只有设计师本体有着不凡的品格，才能让作品有着不凡的风格。所谓，“行万里路，读万卷书”，不断提升内心的品质，对每个创作者都有利。So only designer ontology has a noble character and quality, to create a noble sentiment and quality of work, the only designer ontology has a good character, to make work with extraordinary style. , the so-called line miles, read thousands of books, continuously improve the quality of inner, and good for each author. 四、设计中所需的因素the factors in the design 创作需要才能，设计需要才能，艺术需要才能。福田繁雄曾说，“全面认知广阔的世界，不断关注独特和有穿透力的想法和创意，执着于对创造的追求。”这大概也概括了一个设计师所需的才能。Creative need to need to design, art needs talents. Fukuda shigeo once said, to focus on comprehensive cognitive vastness of the world, unique and penetrating thoughts and ideas, committed to the pursuit of creating. It also Outlines a designer needs to. 要创造出优秀的吉祥物，少不了敏锐的察觉力。处于社会生活这个大机体中，设计师应该作一根灵敏的神经，无论是外界多么微小的刺激也能立刻反应到神经中枢，让信息得到运用。这种感受力，就是主体捕捉艺术形象，洞察对象意蕴的能力。回到文章开头，年轻的沃尔特如果当初没有理会那只小老鼠，赶走它，或者在策划新角色的时候没有想起那只小老鼠，那现在我们又如何能见到这只“魔幻之影”的米奇。沃尔特很留心，研究它的每一个动作，甚至还会对着镜子又皱鼻子、又努嘴巴，学着小老鼠可爱的小动作，这些在后来的动画片中得到运用，有着这种亲身的经历，有着深入细致的观察和体验，所以他才能在创作时用更精简的线条，把绘画对象更加概括，神似的表现出来。这是一种迅速捕获形象的巨大能力，一种敏锐的感知力和艺术穿透力，对于创作者来说非常重要。To create a good mascot, little not keen detection power. In this big social life body, the designer should be a sensitive nerve, whether outside how tiny stimuli can react immediately to the nerve center, resulting in the using information. This capability, it is subject to capture artistic image, insight into object connotation of ability. Back in the beginning, the young walter had ignored the little mouse, get rid of it, or in the planning of new roles, didnt think of that little mouse, now how can we see the shadow of magic mickey. Walters attention, study its every movement, even in the mirror and wrinkled nose and make signal with the lips, learn to the little mouse lovely little affectations, these in later for use in the animated cartoon, have this kind of hands-on experience, has a thorough meticulous observation and experience, so he can at authoring time with shorter lines, the drawing object more summary, may show it. This is an enormous capacity for rapid capture image, a kind of keen perception and art penetration, is very important for the creator. 其次，要有活跃的想象力。爱因斯坦曾说，“从一定意义上来说，想象力比知识更重要，因为知识总是有限的想象力能概括世上一切，推动前进，是知识进化的源泉。”在艺术中，想象的创造力，不受时间和空间的限制，也不受物的限制。例如清代画家郑板桥，曾在这方面有着精辟的总结，“眼中之竹”、“胸中之竹”、“手中之竹”，这说明创作来源于生活，但高于生活，要利用想象的力量，去升华现实的客体。Next, want to have active imagination. Einstein once said, from a certain sense, imagination is more important than knowledge, because knowledge is limited imagination can sum up everything in the world, push forward, is the source of knowledge evolution. In art, the imagination creativity, not limited by time and space, and is not restricted by material. Zheng Banqiao painter in qing dynasty, for example, in this respect has incisive summary of bamboo eyes, bamboo of the chest, bamboo, indicating that creation comes from life, but higher than life, want to harness the power of the imagination, to sublimate