"Bright Jiaodong"-Research On The Design And Promotion Of The Visual Image For The Folk Activities In Yantai Fishing Lantern Festival

In recent years,with the continuous development of people's material and cultural living standards and the rise of “Folklore Trend”,folk activities have become one of the main choices for people to celebrate holidays.The Yantai Fishing Lantern Festival is the most important folk festival in the coastal fishing villages of Yantai Economic and Technological Development Zone which is a typical representative of the fishermen culture in the Jiaodong area and wins the title of “National Intangible Cultural Heritage” and “the County of Chinese Fishing Lantern Culture”.However,for a long time,due to the single and fixed promotion content and the lack of innovation in visual images and promotion forms of the folklore activities of the Lantern Festival,the unique and excellent coastal fisherman folklore activity still remains in its traditional framework which cannot catch with the current social development and the continuous increased material and cultural needs of people.It has becomes an urgent problem in the process of the promotion of the local intangible heritage folk cultural activities and the integration and innovation of the cultural and tourist industry.This topic takes the folk activities of Yantai Fishing Lantern Festival as the research object,and deeply explores its cultural connotation and peripheral cultural and tourist resources.Through the steps including activity resource analysis and market demanding survey,from the aspects of concept system,image designing system and diversified promotion methods,it integrates and analyzes systematically the visual images of the folk activities of Fishing Lantern Festival in order to promote the overall image and quality,striving to integrate and extend the traditional cultural activities into a brand image of folk activities that suits more the modern life concept of culture and leisure which enables it to enter people's vision and integrate into people's lives more actively and efficiently.While activating,inheriting and promoting the unique folk festival of Yantai Fishing Lantern Festival,it will promote the simultaneous development of the peripheral cultural tourist industry.Therefore,it has a certain practical significance and research value.