Volume 3,Issue 7
Toward a Theoretical Framework for Multimodal IP Design with ICH Symbols: The Case of Southeastern Chongqing Earthenware
This study examines earthenware from southeastern Chongqing to develop a theoretical framework for integrating intangible cultural heritage (ICH) symbols into multimodal IP design. Grounded in semiotics and visual communication theory, it analyzes the roles of ICH symbols in brand-oriented IP design and the pathways for their innovative application. Based on a systematic literature review, the paper articulates a three-part framework—symbol extraction, visual translation, and multimodal dissemination—and applies it to a case analysis of the pottery’s form language, color composition, and cultural connotations. The findings indicate that ICH symbols embody substantial cultural value and aesthetic features; semiotic decoding enables the distillation of core elements, visual communication methods support modern reinterpretation and image reconstruction, and multimodal dissemination broadens application contexts and impact. The framework promotes the creative transformation and innovative development of ICH and offers theoretical guidance and practical pathways for regional branding and national image building.
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