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The Mazu temple can be one of the most representative temples among the folklore beliefs in Taiwan. Following the concept of cultural and creative industries promoted by the government, every place in Taiwan is having the cultural and creative maniac. Through innovation and design, the product is endowed with its own essence of content. Many religious and temple groups tend to the development of branding and commercialism. Through the systematic planning, these groups start to become tourism, branding and commercialism. As the local Kaohsiung people, the researcher selected Gangshan Shoutian Temple, which is the most representative in Kaohsiung, as the research object.
Gangshan Shoutian Temple was the object of the study. By employing the theoretical methods of product semantics and textual analysis, the study combines the concept of cultural and creative industries to collect three representative Mazu temples in Taiwan in the cultural and creative products: that is, Chaotien Temple in Beigan, Zhenlan Temple in Dajia, and Tianhou Temple in Lugang. The relevant products of each temple was examined along with the SWOT analysis. The process of the work inspired comes from the cultural element of Gangshan Shoutian Temple and then is transformed into the significations such as praying, safety, heritage and blessing. It can be divided into three categories: action figure’s creation, Mazu calendar, and other products used by the cultural elements mentioned above (which can be divided into five groups of works). The purpose of the study aims at making users understand the signification of the products through the product message conveyed by the design of the cultural and creative temple products. Also, by adding the cute design expression in the solemn religious objects, we can endow the temple products with novel notions and ideas.
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