Research On Existence And Communication Of Hezhe Culture In Commodity And Advertisemen

Hezhe is one of the less populous minorities scattering in the three river basin ofnortheast China. Its history and culture have traced back to ancient times and been farreaching. Fishing and hunting have been the main source of their food and clothingsince ancient times.It is rich in wildlife resources and unique in mode of production,which has cultivated the industrious and brave Hezhe people. Meanwhile, it intriguestheir innovation that they have created and fostered their own fishing and huntingculture.Among Lots of fishing and hunting nationalities in the world, it is not rare tofish for a living， but only a few make clothes with fish skin. Fish skin costumeculture is quite typical. In addition, the hezhen minority is characterized by manyaspects,such as food, housing, transport, language.With the development of economy,society and culture, although the Hezheculture draws a great attention, it still encounters unprecedented challenges either.Hezhe ethnic culture possesses certain particularity, it existed under the period ofchange in the social mode of production; it faded away under the assimilation of theHan nationality cultural; it is consumed by modern society under the integration ofnations. The spread of the national culture in the modern society is confronting kindsof problems, it becomes a new topic how to protect and spread traditional culture.This article is analyzed from the current situation of the Hezhe Minority aimed atsummarizing the Hezhen Minority’s existence in commodity and advertisement andthe problems in the process of transmission, and analyzing the possibility of HezhenMinority culture’ transformation from original to modern communications, as well asthe possibility of survival development in the modern consumption and advertisingcommunication.On the basis of it,we delved into the tentative solutions to theproblems.