Study On The Tourism Souvenir Design Of Woodcut New Year Painting Of Mianzhu City

The woodcut new year painting,as a type of traditional Chinese arts,boasts long standing history in China.Through the long course of history,wood-cut paintings and traditional folk customs have integrated and produced numerous precious intangible cultural heritage.The most common types include new year paintings,window paintings,lantern painting,paper horse,illustrations,origami,and others,which are the treasures of traditional Chinese culture with the aesthetic features of woodcut painting as well as the most primitive and pure folk style of Chinese people.With the rapid social development nowadays,traditional folk arts are gradually declining.The paper aims to review the woodcut painting in the folk art genre and explore possible solutions for modernization of woodcut new year painting from the perspective of tourism souvenir design.Woodcut new year paintings in Mianzhu,Deyang city of Sichuan province,are recognized as one of the top four classic new year paintings in China,also an outstanding representative of traditional folk art in China.Mianzhu is well-known as the hometown of folk culture and art of China and a famous scenic spot for folk customs.The rapid economic development has boosted increasingly fierce competition in domestic tourism market and tourism souvenir market.The current tourism souvenirs of Mianzhu woodcut new year paintings have several problems,such as over-traditional design style,lack of variety,not catering to the consumer market,and lack of market recognition,among others.This thesis started by elaborating the concept,culture and customs,content,posting manner and artistic feature of woodcut new year painting of Mianzhu,and summarized the cultural connotation and artistic features of woodcut new year painting of Mianzhu.Via field study,the author investigated into the local government policies,analyzed the status quo of market demand and supply for souvenirs of Mianzhu woodcut paintings,and identified the existing problems in design and market of the Mianzhu woodcut paintings.This thesis also analyzed the defining features of tourism souvenirs,principles for tourism souvenir development,and discussed the feasibility of tourism souvenirs design for Mianzhu woodcut new year painting,to provided suggestions for tourism souvenir design for Mianzhu woodcut new year paintings.In the conclusion,on the basis of the previous theoretical discussion and market analysis,this thesis proposed the strategies to apply to tourism souvenir design for Mianzhu woodcut new year paintings from the perspectives of innovating visual design,modifying the product design and strengthening the integrated design.It is hoped that,via analyzing the tourism souvenir design for Mianzhu woodcut new year painting,this thesis may shed some light on the new thinking and ways to integrate traditional woodcut painting and other folk arts with modern tourism souvenir design,to find a perfect matching point between traditional folk art and modern design,so that the purpose of protection,inheritance,and innovation can be fulfilled.It is also hoped that via tourism souvenir design and modernized promotion for Mianzhu woodcut new year paintings,it is possible to inherit and develop the traditional intangible cultural heritage in Mianzhu and facilitate local economic development.