文创背景下国潮艺术的发展现状及风格特色  

The Development Status and Style Characteristics of Guochao Art under the Background of Cultural Creation

作　　者：赵毅[1] ZHAO Yi(Changsha Vocational and Technical College,Changsha Hunan,410217,China)

机构地区：[1]长沙职业技术学院,湖南长沙410217

出　　处：《文化创新比较研究》2023年第16期119-123,共5页Comparative Study of Cultural Innovation

基　　金：2021年度湖南省教育厅科学研究项目“‘国潮’风背景下高职广告艺术设计专业校企协同育人研究”(项目编号:21C1663)。

摘　　要：在产业结构调整过程中,文创产业成为经济发展中新的增长点。在文创经济蓬勃发展的背景下,脱胎于中华传统文化、符合现代主流审美的国潮艺术应运而生。该文首先从国家政策支持、媒体大力宣传、企业市场营销3个角度,概述了文创背景下国潮艺术的发展现状,随后总结了国潮艺术区别于常规艺术形式的风格特色,如浓厚的中国元素、天然的商业属性、全新的视觉表达等。最后提出了坚持原创、兼容并包等发展建议,在突出个性化、避免同质化的基础上,才能让国潮艺术在创新中获得健康发展。In the process of industrial structure adjustment,cultural and creative industry has become a new growth point in economic development.Under the background of the vigorous development of cultural and creative economy,Guochao art,which originates from traditional Chinese culture and conforms to the modern mainstream aesthetic,comes into being.This paper firstly summarizes the development status of Guocao art under the background of cultural creation from the perspectives of national policy support,media publicity and enterprise marketing,and then summarizes the style characteristics of Guocao art that are different from conventional art forms,such as strong Chinese elements,natural commercial attributes,new visual expression,etc.Finally,it puts forward some development suggestions,such as insisting on originality,compatibility and inclusion.Only on the basis of highlighting individalization and avoiding homogenization,can Guochao art achieve healthy development in innovation.

关 键 词：国潮艺术 文创经济 优秀传统文化 文化自信 媒体宣传 流行艺术 

分 类 号：J529[艺术—艺术设计]