中文摘要：

从风格演化现象和规律出发，描述了品牌意象认知与造型语言的映射关联，借助KISS系统与改进设计模式分析法提取了典型识别造型语义，进而构建了基于贝叶斯网络的品牌造型语言网络模型。该网络在品牌意象认知评价实验基础上，结合贝叶斯评分函数和搜索算法开展学习推理，以模块化思想划分为造型语法子网络、意象词汇子网络和映射关系子网络，并根据节点及条件概率分布趋势来解析意象词汇结构及完形组织特性，挖掘和表征隐含造型语言知识规则。最后，以实例分析证明该建模方法对于风格语言知识获取的有效性和适用性。

英文摘要：

In view of the evolution phenomenon and its rule of brand style,the research of mapping relation between brand image and form language was expound profoundly, and the typical form seman-tic was extracted with the KISS system and the improved design format analysis methods,a model of form language was established by the modular thought based on Bayesian network. In the model, first- ly the cognition experiments on image cognition were conducted, and the learning and the reasoning of the Bayesian network were advanced through the score functions and search algorithms. Then the form syntax subnetworks U, the imager words subnetworks V and the mapping subnetworks W were divid- ed specifically, the Gestalt organization attributes and the image words structures were interpreted. The tacit knowledge rules were further analysed and discovered according to the relationship among the nodes and the distribution trend of the conditional probability. Finally,a case study was completed to illustrate the validity and the applicability of the modeling method.