The path to modern translation of traditional visual culture: A case study of the Longchang Stone Memorial Archways
传统视觉文化的现代转译之路——以隆昌石牌坊为例

摘要

四川隆昌青石牌坊群是传统视觉文化综合体，蕴含着“孝、廉、德、善、吉、徙”等传统文化内涵。在建筑造型、雕刻纹样方面，凝结了典型视觉形态特征。本文聚焦于“现代转译”，探索从传统视觉文化到现代文创产品的系统性转译方案。运用现代设计语言提炼符合社会主义核心价值观的现代性主题，对建筑结构、动植物纹样进行简化、抽象与再设计，形成具有识别与时尚感的视觉符号系统，通过“以质达意”、“借物传情”、“以技生情”、“推广赋能”方法，将转译后的文化符号与视觉元素植入多元产品载体与传播场景。

Abstract

The cluster of bluestone memorial archways in Longchang, Sichuan, represents a comprehensive embodiment of traditional visual culture, encompassing traditional cultural connotations such as “filial piety, integrity, virtue, benevolence, auspiciousness, and migration.” In terms of architectural form and decorative motifs, it embodies distinctive visual morphological characteristics. This paper focuses on the concept of “modern translation,” exploring a systematic approach for transitioning from traditional visual culture to modern cultural and creative products. It involves employing contemporary design language to distill modernity themes aligned with core socialist values, simplifying, abstracting, and redesigning architectural structures as well as floral and faunal patterns to establish a recognizable and fashion-forward visual symbol system. Through methods described as “expressing meaning through material,” “conveying emotion through objects,” “fostering affection through skill,” and “amplifying impact through promotion,” the translated cultural symbols and visual elements are integrated into diverse product carriers and communication scenarios.