| Fengcheng Yuejia Lion is one of the national intangible cultural heritage.It was created by Deng Zilong,a patriotic general in the Ming Dynasty.It has a long history and high artistic value.As the local cultural publicity work is not in place and the depth of cultural resources mining is not enough,the inheritance,publicity and promotion of Fengcheng Yuejia Lion face difficulties.Based on the design and research of the cultural and creative products of the national intangible heritage of Fengcheng Yuejia Lion in Jiangxi Province,this subject realizes the inheritance and protection of the intangible cultural heritage of Yuejia Lion from the perspective of the innovation of the cultural and creative products of Fengcheng Yuejia Lion,and extracts and designs the cultural and regional elements of Fengcheng Yuejia Lion through modern and diversified design methods.The subject takes Fengcheng Yuejia Lion as the main body,and combines the local tourism,cuisine and humanistic elements of Fengcheng to further study and innovate the new development mode of cultural and creative products,so as to create Fengcheng characteristic Yuejia Lion cultural and creative products.This paper analyzes the aesthetic characteristics of Yueshi and the design strategies and methods for the development of cultural and creative products,and designs and creates a series of Yueshi cultural and creative products with Fengcheng regional characteristics through the path of specialty and brand.This topic mainly includes three parts.The first part asks questions.By sorting out the research status of Fengcheng Yuejia Lion at home and abroad,sorting out the development status of its cultural and creative products,aiming at the historical and cultural context,aesthetic and cultural characteristics of Fengcheng Yuejia Lion and comparing similar cultural resources,the paper summarizes the elements of shape,color and pattern suitable for the cultural and creative design of Fengcheng Yuejia Lion,providing key support for the design of Fengcheng Yuejia Lion cultural and creative products.The second part analyzes the problem.The Yuejia lion of Fengcheng was systematically studied by various research methods.The feasibility and necessity of Fengcheng Yuejiashi cultural and creative product design are summarized and analyzed through questionnaire survey,the extraction method of Fengcheng Yuejiashi cultural elements is determined,as well as the publicity and promotion methods of the latter products in the Internet era,and the design practice path of Fengcheng Yuejiashi cultural and creative products is formulated.The third part is solving the problem.Through design and creation practice,we created the Fengcheng Yuejiashi cultural and creative brand and set up the IP image of "Shi Xiao Di".With the IP image of Fengcheng Yuejiashi cultural and creative brand connecting with the characteristic regional cultural elements of Fengcheng as the design core,we created and completed the Fengcheng Yuejiashi series cultural and creative products.By building the link between Fengcheng Yuejia Lion intangible cultural heritage culture,Fengcheng characteristic regional culture and cultural and creative product development,to help different groups to understand Fengcheng Yuejia Lion traditional intangible cultural heritage culture,in order to promote the development of Fengcheng cultural economy. |
