中文摘要：

企业吉祥物是商业文化的产物,其以卡通漫画为主要艺术载体,在构图及造型上极具表现力,但艺术表现形式及寓意内涵较为单一;中国传统吉祥艺术源于远古图腾信仰并延续至今,具有多元的艺术表现形式和多样的寓意构成方式,将其应用于现代企业吉祥物设计中,能产生特定的视觉艺术效果,传达深层视觉符号语义,表现出深厚的民族传统文化内涵。传统吉祥艺术应用于现代企业吉祥物设计的方法有二：一是探寻企业吉祥物设计与民族文化的关联,二是从传统吉祥艺术中提取相关设计元素,由此展开设计,创造出既具有传统文化意味,又具有鲜明特色的现代企业吉祥物。

英文摘要：

Corporate character is the fruit of commerce and culture,and cartoon is its main art carrier.It has a very strong expression in composition and form,but its art form and meaning are relatively onefold.The Chinese traditional auspicious art comes from ancient totemism and lasts till today.It has multiple art forms and formation of meaning.Using traditional auspicious art in corporate character can create special artistic effect,convey deep semantics of visual symbols and connotation of traditional culture.There are two methods to apply traditional auspicious art in the design of corporate character,firstly by searching the connection of corporate character＇s design and corporate character and secondly by searching the design element from traditional auspicious art,then designing it to be new corporate character which has distinct characteristics and deep traditional culture.