DOIONLINE 
DOIONLINE Publish In |
International Journal of Management and Applied Science (IJMAS)-IJMAS |
 Journal Home Volume Issue |
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Issue |
Volume-9,Issue-9 ( Sep, 2023 ) | |||||||||
Paper Title |
The Cultural Connotation of Contemporary Cheongsam Fashion from the Perspective of Semiotics | |||||||||
Author Name |
Wang Xi, Nor Azlin Hamidon, Du Haitao | |||||||||
Affilition |
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Pages |
12-15 | |||||||||
Abstract |
Cheongsam is typical traditional Chinese clothing that has always been known as national clothing. Since its birth, the cheongsam has been endowed with various symbolic meanings in different scenarios. Especially in the contemporary era where media culture is prevalent, cheongsam is commonly seen in movies, advertisements, magazine covers, fashion shows, and stores. It appears in the public eye through visual communication, attempting to construct its symbolic aesthetic system. The cultural connotations it contains should be fully explored. This study studies cheongsam from a cultural perspective and analyzes its internal and external culture using the theory of Semiotics to explore its cultural symbol semantics in contemporary society, providing a new way of thinking about its redesign and application in contemporary society. Keywords - Semiotics, Cheongsam, Fashion Symbols, Redesign | |||||||||
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