民间故事文化符号在走马古镇IP形象设计中的应用  

The Application of Cultural Symbols of Folk Stories in the IP Image Design of Zouma Ancient Town

作　　者：杨文华 罗明金[1] YANG Wen-hua;LUO Ming-jin(School of Fine Arts,Chongqing Normal University,Congqing,401331)

机构地区：[1]重庆师范大学美术学院,重庆401331

出　　处：《湖南包装》2023年第3期69-72,共4页

基　　金：国家社科基金艺术学项目(19EG208)。

摘　　要：重庆走马古镇民间故事是中国非物质文化遗产最早的代表之一,在时代迅速发展的大背景下,走马古镇现如今失去驿道功能的同时面临发展滞后、传统文化传承缺少传人的境况,导致走马古镇非物质文化遗产并未得到很好的保护和延续。文章先对走马古镇民间故事文化元素符号的具体体现和内涵进行概括,再从走马古镇民间故事文化元素入手深层次挖掘其内涵,选取IP形象元素,最后设计开发出既具有走马古镇地域特色又有时代创新的IP形象,旨在为走马古镇非物质文化遗产的传承、传播和发展提供一定参考依据。The folk stories of Zouma Ancient Town in Chongqing are one of the earliest representatives of China's intangible cultural heritage.Intangible cultural heritage has not been well protected and continued.The article first summarizes the specific manifestation and connotation of the cul tural elements and symbols of the folk stories of Zouma Ancient Town,and then digs deep into its connotation from the cultural elements of Zouma Ancient Town's folk stories,selects the IP image elements,and finally designs and develops the Zouma Ancient Town.The innovative IP image of the times aims to provide a certain reference for the inheritance,dissemination and development of the intangible cultural heritage of Zouma Ancient Town.

关 键 词：走马古镇 民间故事 文化元素 IP形象 非物质文化遗产 

分 类 号：J524[艺术—艺术设计]