퍼스의 기호학적 접근을 통한 중국 길상 문양 연구

초록

This study explores methods for applying auspicious patterns, which hold significant meaning in traditional Chinese culture, to contemporary visual communication design. Based on Peirce’s semiotic theory, the research analyzes the symbolic structure of auspicious motifs and presents a process for reinterpreting them through Artificial Intelligence Generated Content (AIGC). In recent years, global luxury brands have released New Year packaging targeting the Chinese market. However, the superficial use of traditional cultural symbols has often resulted in semantic conflict and cultural misalignment with consumers. To address this issue, this study examines the Gucci Year of the Horse New Year package as a case study and analyzes how the meaning structure of traditional symbols is transformed and reconstructed within the brand context. The research method consists of two stages. First, major auspicious patterns are categorized and their meaning structures are analyzed using Peirce’s triadic sign classification (Icon, Index, Symbol). Based on this analysis, the study presents a step by step process for generating images and applying them to design using AIGC. In the second stage, Peirce’s triadic sign relation model (Representamen, Object, Interpretant) is combined with a user survey to examine how the generated visual elements are interpreted and received by actual users. This study demonstrates the potential of applying traditional cultural symbols in contemporary design and shows how their meanings can be reinterpreted in modern contexts. It also clarifies the role of AIGC in culturally grounded design practice by supporting the reinterpretation of cultural visual elements.

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