視覺語言與文化認知的關係-當法國品牌LV遇上日本文化

The Relationship between Visual Language and Culture Recognition--When French Brand “LV” meets the Japanese Culture

摘 要

在設計領域裡，一個視覺圖像符號在處於不同的文化裡有著不同程度的解讀。然而當工業革命後所造成科技發達的因素，人們藉由交通的便利性來往世界各國，促使文化與文化之間的衝擊、刺激，然後不斷地融合；再者，由於傳播的力量，使視覺語言符號的傳達超越了文化與國界，得到全世界的認同感。從藝術設計史角度和文化精神層面來看，法國品牌LV與日本文化有著相當關連性，而本文將探討LV在發跡的過程中，分析瞭解這兩個不同的國家文化特質，其工藝精神、圖樣視覺力、設計美學觀、符號識別的認知與現代藝術的結合等，所創造的經濟價值可觀並揚名國際。LV在日本心中已不只是一種奢華品牌，它象徵著的社會地位、品味指標，也意涵著內在文化精神的心靈境界。

關鍵字：LV、日本、圖像、符號、工藝

ABSTRACT

In the design field, when a visual imagery symbol enters a different culture, there’s likely to be a different degree of interpretation. When the industrial revolution became the element which made the advancement of technology, by means of convenient transportation, people trottered all over the world, accelerating the clash between culture and culture, thus making continuous infusions. Furthermore, through the power of communication, visual language symbols transcend across both the cultural and national boundaries, winning recognition from across the world. From the angle and spiritual cultural level of the Art design history, the French brand LV and the Japanese culture have considerable connection. From the route to fame for LV, we will discuss, analyze and understand the cultural characteristics of the two different countries. Its crafting spirit, visual imagery, view of design aesthetics, the combination of cognition in symbolic identification and modern art and the economical value it has created in the international arena is also among our discussion. In the heart of the Japan, LV has no longer become just a luxury brand, it has also become the symbol of one’s social status, mark of taste, as well as the spiritual world of the inner cultural essence.

Key Words: LV, Japan, Imagery, symbol, crafts

引用資料來源:

〈視覺語言與文化認知的關係-當法國品牌LV遇上日本文化〉(The Relationship between Visual Language and Culture Recognition--When French Brand “LV” meets the Japanese Culture)，《現代美術學報》第十七期。台北：台北市立美術館。2009年。頁65-92。