Morphological Language Of Contemporary Commercial Landscape In The Consumer Society

We are living in an age of globalization,informatization and consumerization.With the great abundance and systematization of material,the Consumer Society has emerged in the developed countries.There have been a lot of changes in this new society,ranging from social structure,space in geography to political situation.As an important member of world economy,China becomes a new front of consumption.The consumption-led society not only developed commercialization and marketization,but also changed people's aesthetic,behaviour,mentality and pursuit.From the perspective of design,various transformations occurred in the contemporary commercial landscape,including the pursuit for symbol.Under the guidance of rationalism,the "balanced and regular" morphological structure of western commercial landscape has been transformed into the mainstream expression of multiple,intricate,exaggerated and novel.With the expansion of western culture and the intervention of a large number of foreign designers,the contemporary commercial landscape in China also presents a similar trend of form,including vague meanings,unconventional and rich visual presentation,which shows a new concept of times.The rise of the Consumer Society has brought opportunities to China's contemporary commercial landscape,but also led it into a certain development mistake,which made us to think about how to create cultural confidence in Chinese commercial landscape.Due to the weakness of commercial landscape in culture and system,there is a lack of profound studies on it.Besides,most of the studies focus on the form and the function of design,few researches on the relationship between the material form of commercial landscape and social factors.The research on the forms and patterns of contemporary commercial landscape was based on the analysis of contemporary social context,the transformation of the value of contemporary commercial landscape design and the theory of the Consumer Society.Field survey,literature analysis and linguistic method are the main methods in this research.To begin with,the evolution of contemporary commercial landscape language was expounded and the research framework” vocabulary,grammar,rhetoric and semantics” was established,which were on the basis of defining the research objects of contemporary commercial landscape.Then,in the vocabulary section,the road,boundary,region,node and landmark of commercial landscape were analyzed in terms of their morphological characteristics,composition and mould.In the grammar section,the logical order,spatial relationship,ratio scale and elements of commercial landscape were analyzed.In the rhetoric section,the main rhetorics of the contemporary commercial landscape were built on the metaphor,exaggeration,quotation and intricacies aspects.In the semantics section,the meaning of contemporary commercial landscape morphological language is expounded on the basis of the analysis of characteristic of morphological language.At last,the opportunities and challenges of Chinese contemporary commercial landscape were discussed from the influence of Consumer Society in the world.Five innovations were fostered.Firstly,the value demands of the contemporary commercial landscape and the form evolution of the design were analyzed based on the characteristics and principles of the Consumer Society.Secondly,the method of design language was introduced into the research of commercial landscape design form.Thirdly,the attitude and judgment to the Consumer Society and consumerism culture were discussed.Fourthly,the similarities and differences between Chinese and western contemporary commercial landscape were analyzed,and the challenges and opportunities for Chinese contemporary commercial landscape development were discussed.Fifthly,hundreds of contemporary commercial landscape design cases had been sorted out and analyzed,which could be a valuable reference for future studies.In the end,the language of contemporary commercial landscape is a comprehensive presentation of the social structure,culture,aesthetics and market of the Consumer Society.We are expecting to make contemporary commercial landscape,the landmark of a city,to be a Peach-Blossom Spring.