| Collection Title: | SIU Thesis | | Title : | Visual Analysis of Graphic Chinese Character Logos: A Social Semiotic Approach | | Material Type: | printed text | | Authors: | Huiying Zhang, Author ; Parichart Kluensuwan, Associated Name ; Dhirawit Pinyonatthagarn, Associated Name | | Publisher: | Pathumthani: Shinawatra University | | Publication Date: | 2023 | | Pagination: | xi, 171 p. | | Layout: | Tables, ill. | | Size: | 30 cm. | | Price: | 500.00 Baht | | General note: | SIU THE: SOLA-PhD-SCS-2023-20
Thesis. [PhD.[Philosophy in Semiotics and Cultural Studies]]. -- Shinawatra University, 2023 | | Languages : | English (eng) | | Descriptors: | [LCSH]Graphic arts -- Chinese
[LCSH]Logos (Symbols) -- Design
[LCSH]Semiotics -- Social aspects
| | Keywords: | Visual analysis,
Graphic Chinese character logos,
Social semiotic,
Visual rhetorical operation analysis,
Impact of Chinese character categorization | | Abstract: | The largest number of graphic character designs are used in logos by various industries. Many logos include complicated signs combining texts and symbols which consist of graphic Chinese character designs. Against such a backdrop, this dissertation explores the meaning construction of graphic character logos from different industries targeting people literate in Chinese and with knowledge of Chinese conventions and customs. This study draws on the theoretical frameworks of visual grammar (Kress and van Leeuwen, 2006), taxonomy of rhetorical operations (McQuarrie and Mick, 1996) and the three principles of Chinese character categorization (Qiu, 2013). A multiple- case study and a qualitative description were used to address the semiotic resources and the rhetorical operations in, and the impact of character categorization on graphic character logos. The data sources include logos rated high from mainstream online platforms in China and recommended in scholarly literature retrieved from China National Knowledge Infrastructure.
This study provides insight into the semiotic resources and rhetorical operations employed in the meaning construction of graphic character logos, and the impact of Chinese character configuration on graphic character logos. While prior case studies involving similar logo population have concentrated on either semiotic resources or rhetorical devices employed in character logos, or the character graphicalization based on character categorization, this study uncovered the relations between semiotic resources, rhetorical operations and Chinese character categorization: The conceptual structure interweaved with rhetorical operations is dominant in meaning construction of graphic character logos. When graphics and characters are united in logos, their interplay gives the resonance of an echo or multiplication of meaning. There are more cases of graphic character logos complying with the ideographical and semantic- phonetic principles than those following the phonetic-loan principle of Chinese character categorization due to the neglect of the phonetic aspect of Chinese characters in logo designs. One of the important implications for researchers and practitioners is that the dominance of the semiotic resource of conceptual structure and the greater impact of ideographical and semantic-phonetic principles are of the theoretical and practical importance in the interpretation and design of graphic Chinese character logos. | | Curricular : | BALA/GE/MTEIL | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28651 |
SIU Thesis. Visual Analysis of Graphic Chinese Character Logos: A Social Semiotic Approach [printed text] / Huiying Zhang, Author ; Parichart Kluensuwan, Associated Name ; Dhirawit Pinyonatthagarn, Associated Name . - [S.l.] : Pathumthani: Shinawatra University, 2023 . - xi, 171 p. : Tables, ill. ; 30 cm. 500.00 Baht SIU THE: SOLA-PhD-SCS-2023-20
Thesis. [PhD.[Philosophy in Semiotics and Cultural Studies]]. -- Shinawatra University, 2023 Languages : English ( eng) | Descriptors: | [LCSH]Graphic arts -- Chinese
[LCSH]Logos (Symbols) -- Design
[LCSH]Semiotics -- Social aspects
| | Keywords: | Visual analysis,
Graphic Chinese character logos,
Social semiotic,
Visual rhetorical operation analysis,
Impact of Chinese character categorization | | Abstract: | The largest number of graphic character designs are used in logos by various industries. Many logos include complicated signs combining texts and symbols which consist of graphic Chinese character designs. Against such a backdrop, this dissertation explores the meaning construction of graphic character logos from different industries targeting people literate in Chinese and with knowledge of Chinese conventions and customs. This study draws on the theoretical frameworks of visual grammar (Kress and van Leeuwen, 2006), taxonomy of rhetorical operations (McQuarrie and Mick, 1996) and the three principles of Chinese character categorization (Qiu, 2013). A multiple- case study and a qualitative description were used to address the semiotic resources and the rhetorical operations in, and the impact of character categorization on graphic character logos. The data sources include logos rated high from mainstream online platforms in China and recommended in scholarly literature retrieved from China National Knowledge Infrastructure.
This study provides insight into the semiotic resources and rhetorical operations employed in the meaning construction of graphic character logos, and the impact of Chinese character configuration on graphic character logos. While prior case studies involving similar logo population have concentrated on either semiotic resources or rhetorical devices employed in character logos, or the character graphicalization based on character categorization, this study uncovered the relations between semiotic resources, rhetorical operations and Chinese character categorization: The conceptual structure interweaved with rhetorical operations is dominant in meaning construction of graphic character logos. When graphics and characters are united in logos, their interplay gives the resonance of an echo or multiplication of meaning. There are more cases of graphic character logos complying with the ideographical and semantic- phonetic principles than those following the phonetic-loan principle of Chinese character categorization due to the neglect of the phonetic aspect of Chinese characters in logo designs. One of the important implications for researchers and practitioners is that the dominance of the semiotic resource of conceptual structure and the greater impact of ideographical and semantic-phonetic principles are of the theoretical and practical importance in the interpretation and design of graphic Chinese character logos. | | Curricular : | BALA/GE/MTEIL | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=28651 |
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