Study On Artistic Research Of Shaanxi Local Animator Yanhe

In August 2022,the 14th Five-Year Plan for Cultural Development issued by the General Office of the CPC Central Committee and The General Office of the State Council pointed out that "accelerate the development of new forms of cultural business,transform and upgrade traditional forms of cultural business,and promote structural adjustment,optimization and upgrading".As the ancient capital of the thirteen Dynasties and the birthplace of the ancient Silk Road,Shaanxi has rich cultural resources and representative northwest regional characteristics.In the new era of media integration and the prosperity of culture and tourism,animation and Shaanxi local culture are intertwined.From the audio-visual instant feeling of urban narrative situational edification,from daily necessities to leisure entertainment,animation art creation has penetrated into the social life of the public and been endowed with more three-dimensional and richer humanistic connotation.Local animation art works in Shaanxi take advantage of their own cultural advantages to carry out content creation,and make Shaanxi culture deeply rooted in the hearts of the people through cross-media expression forms.YanHe,as a leading local animation creator in Shaanxi,took the Terracotta Warriors and horses of the Tomb of Qin Shihuang as the prototype to create a series of animation IP images such as "Qin Feng" and "Qin’s baby".In 2019,he won the honor of CCTV opera Spring Festival Gala.In 2022,he became the image spokesperson of "Shaanxi Theme Day" of the Beijing Winter Olympics,appearing in many fields on behalf of Shaanxi.This paper is based on the background of "new cultural creation" era,based on the design content of YanHe animation art creation,specifically covering the following aspects:Firstly,exploring the aesthetic characteristics of YanHe’s animation creation.It integrates the expressions of Shaanxi local culture in animation vertically,carries out the logical derivation of imagery and situations based on modeling basis and audiovisual language horizontally,and then summarizes the character and scene shaping that combines knowledge,entertainment and ethnicity,and combines the specific application of virtual reality technology to show the unique Shaanxi animation aesthetics.Secondly,the cross-media diversified expressions of the original classic IP"Qin’s Baby" and "Qin Feng" are explained by specific cases.The three aspects of commercial branding,current affairs activities and rural revitalization expand the content boundary of animation creation,enrich the audience’s scene experience and create an animation brand image.The policy guidance of cultural tourism integration makes the connection between animation IP images and audiences closer,and then discusses the extensiveness and effectiveness of the dissemination of cultural scenic spots,new media short videos,cultural and creative products and other bearing media.Thirdly,refine specific industrialization strategies when shaping local animation IP images.Starting from the core of local culture,improve the feedback mechanism in the post-epidemic era,carry out reasonable IP marketing after clarifying the target audience,grasp the balance between technology and art,so as to break through the circle,create group value and promote culture to the sea.In order to make a modest contribution to the optimal development of Shaanxi animation industry in the future.To sum up,based on the dimension of local Shaanxi animation artists in the new era,we explore the contemporary atmosphere presented by their artworks,gain insight into the design form and aesthetic connotation of the works,and promote local culture while pushing forward new ideas.By adopting a way that is more in line with the current Internet communication needs,it achieves sustainable development and transforms the treasures of Shaanxi’s historical heritage into an IP with cultural characteristics,thereby reshaping the city’s image and enhancing national cultural confidence,providing a worthy reference model for the development and innovation of Shaanxi animation.