한국영상문화학회

After the Chinese economic reform, new meanings were added to auspicious(Ji Xiang) patterns used in Chinese designs according to social circumstances. Having been excluded from everyday life as a feudal relic during the Cultural Revolution, designer during the Chinese economic reform, who were influenced be Western design produced logos that combined the meaning of auspicious patterns with corporate goals and philosophy. China prepared for international events such as the Olympic Games and World Expo in the 2000s, paying attention to the traditional image of auspicious patterns, and applying them to posters and sculptures to break away from the image of a closed socialist country. In the 2010s, as China's share of the global economy grew, Chinese people became proud of the country. Guochao, a patriotic consumption phenomenon that shows attachment to Chinese design with traditional image, such as auspicious patterns, was popular among the youth. Thus, the meaning of cultural nationalism was added to it. In this study, the sociocultural meaning of auspicious pattern was combined with the denotative meaning, using Barthes's symbol analysis model, as well as the ideological meaning in the form of cultural nationalism as a result of the economic growth of China. By dividing into mythological stages, the effect of ethnic homogeneity on cultural industry and the enhancement of corporate brand was examined.