The Historical Basis And The Spirit Of The Times For The Development Of Cultural And Creative Products In Yuelu Academy

Academy is a kind of cultural and educational institution in ancient China,which has a history of more than one thousand years and is the cultural home of scholars.Yuelu Academy is one of the four major academies in China,and the largest,best restored and most complete ancient academy.Modern Yuelu Academy retains its original functions of collecting books,offering sacrifices and teaching,while adding new functions such as museum display,cultural tourism,product sales and so on.The transformation of its functions makes it complete the combination of "ancient" and"modern",and it has become a typical case of Chinese traditional academy.China Academy Museum,located in Yuelu Academy,is the only special museum in China that displays the history of Chinese Academy and the history of culture and education.Therefore,the research on culture and innovation of Yuelu Academy can also represent the current situation of the research on culture and innovation of contemporary academy,and bring some enlightenment to the modern product design.The research on the design of culture and innovation of Yuelu Academy has national significance.This paper aims at the excavation,inheritance and industrialization of Yuelu Academy’s cultural content.Firstly,it combs,classifies and defines the Academy’s cultural knowledge system in the context of cultural and creative design.Through the analysis of traditional art and aesthetic research theories,it forms a research method of cultural form in the context of design,and excavates the historical basis and the spirit of the times behind cultural and creative products To make up for the relative lack of cultural content research in the system of "content design production communication’Then,according to the research method of cultural form,the cultural form of academy is classified into three aspects:"material culture","behavior culture"and "concept culture",and the aesthetic spirit of some cultural forms is interpreted;at the same time,according to the methodology theory of art history,such as stylistics,the cultural form of academy is classified according to the style of the times,and the spirit of the times in each period is summarized.Through the in-depth interpretation of cultural form and aesthetic spirit,it provides historical basis and aesthetic spirit support for the design and development of cultural and creative products of the Academy.Finally,through the discovery of the connection point between cultural form and cultural creative product design,it forms the method of cultural form transformation in cultural creative product design,and carries out practice and verification in the design and sales process of cultural creative products in academies,which provides ideas and directions for the subsequent cultural creative product design and cultural communication.The verification part is mainly to complete the analysis of consumers’ shopping preferences through the investigation of consumers’purchasing behavior,so as to verify the feasibility and usefulness of the research methods and transformation methods of cultural forms.Culture is the core factor of the differentiated design of cultural and creative products in different regions.The spiritual connotation of academy culture can not be seen or touched.Through the excavation and visual transformation of cultural form,taking its shape,extending its meaning and passing on its spirit,it can provide guidance and reference for the design and development of academy cultural and creative products;through the creation of modern cultural and creative products full of regional customs,national temperament and aesthetic feelings,the core of academy culture can be transmitted to the audience,which can promote academy culture Hua and Hunan culture better inherit and spread.