The Evolution of Monkey Zodiac Stamp Design and Market Effects
Abstract
This study takes the Monkey Zodiac stamp design as the research object. It analyses the design methodology used in its stamp design to achieve an in-depth understanding of the relationship between cultural symbols and economic activities. Applying qualitative research and deriving a research design model based on Saussure's (1916) semiotic theory, the study adopts the method of visual analysis to collate the cultural elements of the Monkey Zodiac stamp design during the period of 1980-2024, and analyses in detail the textual symbols, stylistic symbols, colourful symbols, graphic symbols, and material symbols in the design of the Chinese Monkey Zodiac stamps through the detailed observation and visual analysis of the six Monkey Zodiac stamps, so as to reveal their The design symbols are analysed in detail, revealing their evolution in different cultural and historical contexts and the symbolic meanings they carry, exploring the connection between the design symbols and the artistic aesthetics, cultural contexts and social environments of the times in which they were created, and exploring the evolutionary trajectory of the monkey zodiac stamp design and its impact on economic sustainability, as well as how this evolution echoes with the economic trends. Analyzing the design methods and symbolic meanings of Monkey zodiac stamps provides insight into their relationship with the socio-cultural context. Ideas are made available on how the design of the Monkey Zodiac stamps can retain cultural connotations while incorporating the characteristics of the times and maintaining innovativeness, as well as how economic activities can feed the cultural heritage and form a virtuous cycle.
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