Research On Modern Design And Application Of Taishan Shigangdang Literary Creation Products

In 2013,General Secretary Xi Jinping proposed that traditional cultural resources should be systematically combed to make cultural heritage alive.Because of its cultural,artistic and practical characteristics,literary products can integrate traditional culture into daily life,extend civilized memory,and make heritage truly alive in accordance with the new image of contemporary aesthetics.As a folk matter originating from Mount Tai,Taishan Shigandang is a typical representative of Lingshi worship in China and has been listed in the first national intangible cultural heritage list.Up to now,many areas in our country are still accustomed to building "Taishan Shigandang" in order to pray for the auspicious meaning of home safety.However,the strong religious metaphysics and primitive product form restrict the spread and inheritance of the custom culture among the youth.Therefore,this paper takes Taishan Shigandang Culture as the research object,with the support of semiotics,design and marketing theory,studies the product design and marketing promotion of this custom,so as to realize the expansion of communication influence and the transformation of cultural resources to economic benefits.In addition to the introduction and summary,the full text is divided into four parts:the first part analyses the custom of Taishan Shigandang from three perspectives:historical evolution,myths and legends,and ritual activities,and interprets the concept,characteristics and classification of literary products.On this basis,it summarizes the dialectical relationship between the two "details and extensions";the second part first analyzes the audience's attitude towards the custom and culture.The investigation obtains the audience's requirements for the "cultural and interesting" of literary creation design,and then realizes the modern transformation of the spirit of "religious metaphysics" to "safe culture and responsibility".Finally,the elements are extracted from the existing models,and the new visual construction is completed from the four aspects of subject vision,image system,color system and auxiliary elements.In the last part,from the perspective of marketing,from the four aspects of product,price,channel and promotion,the specific strategies of marketing promotion of literary and creative products,such as "respect for folk taboos","differential pricing","online marketing","public relations assistance",are put forward.