A STUDY ON THE PERCEPTION OF THE TAIWAN'S NEW-INHABITANT TOWARDS FORTUNE CHICKEN IMAGERY OF CALICO

Shi-Mei HUANG, Ming-Chyuan HO, Yuan-Hua LU
Journal of the science of design  
In recent years Taiwan has serious birth rate problem, the two main reasons are: double-salary family, and the male-female ratio, that is why a lot of Taiwanese go overseas to look for brides. As a result, there were many cross-cultural problems, such as most common wedding gift "Fortune Chicken" it has encouragement of the Fertility and happiness, nevertheless, it often omitted in translations. Therefore, the purpose of this study is to explore some new ways to help "New-Inhabitant" understand
more » ... abitant" understand Taiwan's marriage customs, by using creatively innovative designs that symbolizes "Fortune Chicken", and give a variety of floral designs and images of different patterns. From the concept of intercultural communication through the semantic difference, to find "New-Inhabitant" favorite image features and imagery vocabulary. The results indicate 23 out of 30 participants said that there is a need of "Fortune Chicken" it also pointed out red brocade, golden satin weave and pattern of chrysanthemums "Fortune Chicken" had no preferred.
doi:10.11247/jsd.2.2_2_73 fatcat:vutbtts6hfbvxhqpckhocujjem