| Traditional Chinese opera possesses unique cultural charm and is a treasure in the long history of Chinese arts,as well as an important component of intangible cultural heritage.As an iconic cultural emblem,"Liuqiang" in Jimo District of Shandong Province is a local unique opera that carries the emotional comfort of its people.Liuqiang is sung in dialect,featuring simple tunes and pure plots with a strong regional flavor,which has been widely loved by local audiences and regarded as the "flower of Jiaodong".In 2008,Jimo district was awarded the title of "Hometown of Liuqiang Art" by the Ministry of Culture,and Liuqiang was listed as a second batch of national intangible cultural heritage in June of the same year.With the rapid development of digital media technology,"fast-paced","popularity",and "fragmentation" have become the main themes of people’s lives.Technological products such as artificial intelligence,VR experiences,and big data enrich people’s daily lives.Digital media technology empowers the cultural industry,bringing new opportunities for the development of intangible cultural heritage such as Liuqiang opera.H5 advertising is a new way for digital media technology to empower the cultural industry.With its strong interactivity,rich personalization,and immersive interaction experience,it stands out from many promotional ads,fully demonstrating modernity and contemporaneity,and is popular with the public.At the same time,H5 advertising has good cross-platform and compatibility,making it compatible with various mobile platforms and development platforms,effectively improving the efficiency of cultural dissemination,and largely making up for the shortcomings of traditional advertising.Therefore,using new media H5 advertising technology to assist in the inheritance and development of intangible cultural heritage such as Liuqiang opera has important research value.This paper conducts a comprehensive analysis of H5 new media technology,combined with the development characteristics of Liuqiang culture in Jimo district.This research takes a detailed theoretical approach from multiple dimensions,including case analysis,cultural design positioning,and communication design practice.Furthermore,it aims to provide a brand-new new media cultural empowerment path for the inheritance and development of Liuqiang by utilizing H5 advertising design as a carrier.The paper first conducts a comprehensive exploration of the crisis faced by Liuqiang cultural development in Jimo district and analyzes the characteristics and opportunities of modern new media technology to delve into the diverse application forms of H5 technology in Liuqiang’s dissemination.Based on this foundation,the paper designs a scientific research method and a reasonable technical route,combining the achievements of domestic and foreign traditional cultural modernization and H5 advertising technology development.In addition,the study reviews the origin and development of Liuqiang and accurately grasps its cultural characteristics and profound significance.Similarly,the paper provides a sufficient overview of H5 advertising and deeply explores the advantages of H5 new media technology,which supports the research for the development of Liuqiang culture.Furthermore,through analysis of classic cases such as "Touring Forbidden City for You","1212 Taobao Five Tao Street",and "Six Hundred Years of Purple Forbidden City",this paper summarizes the bottlenecks,advantages,and future development trends of non-heritage H5 advertising dissemination from the perspective of visual effects presentation and interactive design.Finally,by using methods such as Liuqiang audience research and user profiling analysis,this paper systematically studies the basic situation of Liuqiang H5 design.Based on the research results,the visual style,interaction design,and dynamic effects of Liuqiang H5 advertisements were set,and usability testing was carried out.Through theoretical research and practical design,a new method for designing Liuqiang H5 advertisements has been developed-using a panoramic interactive mode as the carrier,with a new national-style illustration style as the main theme,simulating real scenes through panoramic mode to provide an immersive experience and increase interactivity.This promotes the love of young audiences for Liuqiang,helps Liuqiang inherit and develop in the context of new media,and provides reference value for the design of other non-heritage H5 advertisements. |
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