Research On Cultural Creation Design And Promotion Of Shanxi Intangible Cultural Heritage Cloth Tiger In Visual Culture Context

In recent years,with the continuous development of museum cultural and creative industry in China,non-heritage cultural and creative industry has also begun to emerge,and the country has paid more and more attention to the protection of cultural heritage.This paper studies the development course of visual culture from primitive society to modern society through the related theoretical research of visual culture.It expounds the process of visual culture from the form of totem worship to the form of language and characters in the primitive society period.In the modern social period,under the influence of the invention of printing,visual culture took on the form of paper.Then the invention of the camera made an important turning point in the development of visual culture,which extended to a series of graphic design fields such as advertising,packaging,logo,etc.Finally,social visual culture with traditional culture in a modern way into People’s Daily life,and gradually become appreciable and practical consumer goods.In the early stage,through field investigation of Lihou tiger,Luwang tiger and Weifeng tiger in Changzhi area of Shanxi Province;Yangquan cloth tiger,pacify cloth tiger,map of houma cloth tiger,tiger Zuo Quan general origin background,plastic arts and craft,intangible cultural heritage of shanxi region cloth tiger of visual culture in detail,and found that visual signs of cloth tiger mainly on modelling characteristics from different parts of the cloth tiger,the visual symbolic representation with the local people a kind of emotional sustenance.Finally stand in the perspective of visual culture,by "Jin Fu creation" brand image design,according to the modelling of cloth tiger,shanxi art combined with modern methods to design with regional culture characteristics of the three series of "the tide wind" illustration works,and then design a series of life,stationery,daily class culture creativity derivatives,finally put forward the related marketing strategy of online and offline.From the perspective of visual culture,this paper indirectly inherits the intangible cultural heritage of tigers in Shanxi by means of cultural creative derivatives.Intangible cultural heritage is a kind of culture,and it is an important path for inheriting its visual culture with modern and creative means.The creative derivative products with practical intangible cultural heritage are created with novel and moving artistic forms,which to a certain extent enhance the strength of China’s cultural creative industry,and also spread the visual culture and national spirit of the intangible cultural heritage of Shanxi.It not only brings the visual culture of the intangible cultural heritage of the tigers into People’s Daily life,but also provides references for the cultural and creative design of other intangible cultural heritages.