植根于杨家埠年画的服装品牌文化的塑造  

Clothing Brand Culture Shaping Rooted in Yangjiabu New Year Woodcut Paintings

作　　者：刘燕霞[1] Liu Yanxia(Shandong Vocational Institute of Fashion Technology,Tai’an Shandong 271000)

机构地区：[1]山东服装职业学院,山东泰安271000

出　　处：《山东纺织经济》2020年第6期34-36,共3页Shandong Textile Economy

基　　金：山东省艺术科学重点课题:基于杨家埠年画艺术特质的服装品牌的建设研究(1506526)。

摘　　要：服装品牌的建设发展离不开文化的支撑,当下任何一个成功的服装品牌都具有鲜明而又深厚的文化内涵。山东潍坊杨家埠年画是我国传统民间艺术文化宝库中的一朵奇葩,它富有大胆、鲜艳、饱满、自然的的艺术风格,拥有直爽、质朴、包容、和谐的民族情怀。它是按照当时当地农民的思想要求、风俗信仰、审美观念、生产和生活的需要而逐步完善发展的,而喜庆吉祥是杨家埠年画的主体文化脉络。这种在民间土壤中生长出来的蕴含着深厚民族文化和较高审美理想的艺术形式,与当下消费者追求自由、随性的诉求和社会倡导的包容、和谐的民族情怀不谋而合,因此这种独具文化艺术特质的优秀传统民间美术必能为当下服装品牌文化的塑造提供有益思路。同时,在服装领域的跨界发展,也为杨家埠年画这一传统民间艺术形式的创新发展提供了一条有效途径。The culture is indispensable for any clothing brand construction.Nowadays,any successful brand of the clothing industry has its own distinct and profound cultural connotations.The Yangjiabu New Year Woodcut Paintings of Shandong Province is one of these wonderful forms among diversified traditional Chinese folk arts.It is rich in bold,bright,full and natural artistic style,with straightforward,simple,all-inclusive and harmonious national feelings.It gradually grew and developed in accordance with the ideological requirements,customs and beliefs,aesthetic concepts and the needs of life and working of local people at that time.Festivity and auspiciousness are the main topic of the cultural connotations of these paintings.As one form of folk arts with profound national culture and high aesthetic ideals,not only does it meet the demands of the current consumers’pursuit of freedom and casual life,but also is in accordance with the all-inclusive and harmonious national feelings advocated by our modern society.Therefore,such excellent traditional folk art with unique cultural and artistic characteristics will definitely provide helpful ideas for the formation of current culture of clothing brand.Meanwhile,the crossover development of Yangjiabu New Year Woodcut Paintings have provided an effective access to the innovative development of this traditional folk art.

关 键 词：杨家埠年画 服装 品牌文化 

分 类 号：J218.3[艺术—美术]