摘要
中秋民俗文化是中国传统文化的重要组成部分,内涵丰富且历史悠久,其对于推动中国传统文化的传承和创造性转化具有深刻意义。文章从设计学和叙事学视角进行切入,对大众喜爱的中秋民俗方式及相关文化属性的品牌体系进行深入研析,以叙事性设计为手段,通过构建品牌形象和文创开发,将中秋民俗文化与现代生活方式深度融合,旨在探索弘扬中秋文化本质与价值观的创新路径,构建活态的民俗文化认同架构,为相关创意品牌助力新思路。
Mid-Autumn folk culture is an important part of Chinese traditional culture,with rich connotations and a long history,and it has profound significance in promoting the inheritance and transformation of Chinese traditional culture.Based on design and narrative perspectives,the article analyses the popular folk ways and related brands,and uses narrative design as a means to deeply integrate Mid-Autumn folk culture with modern life through the construction of brand images and cultural and creative development,with the aim of exploring innovative ways to promote Mid-Autumn folk culture and values,building a vivid folk cultural identity structure,and providing new ideas for related brands.
作者
吴亮
张宇潇
Wu Liang;Zhang Yuxiao(College of Fashion and Design,Donghua University,Shanghai 200051,China)
关键词
叙事性设计
中秋民俗文化
品牌形象策划
文创开发
包装设计
narrative design
Mid-autumn folk culture
brand image planning
cultural creative product development
packaging design
