文创模式助力非物质文化遗产锡剧的传承与焕新  

Cultural and Creative Mode Helps the Inheritance and Renewal of Intangible Cultural Heritage Tin Opera

作　　者：王小妍[1] 黄超婵 

机构地区：[1]河海大学机电工程学院,江苏 常州

出　　处：《Design（汉斯）》2021年第3期31-38,共8页设计（汉斯）

摘　　要：目的:选取江南著名的戏曲文化即现今的锡剧,将锡剧文化与时代融合进行品牌形象的设计构建,采用创意产品的形式传播出去,以此更好地保护和传承传统锡剧文化。方法:基于目标人群的定量和定性分析以及市场调研进行设计产物的定位,通过研究锡剧文化中唱腔、舞台、角色、服装、头饰的代表元素提炼,并与新时代戏精文化相结合进行演绎题材与表达语言的设计创新。将锡剧的形象融入到现代的潮流文化中,塑造出时尚、趣味化的戏曲人物形象,再结合互联网背景,对锡剧特色设计营销方案。结论:基于定量分析,将戏曲传统文化转化为设计语言,得到形象元素的选取与提升,并能兼顾生活时尚相结合,运用到文化产品中。选取锡剧艺术中最具地域性的戏曲文化特色和识别性的元素,呼吁对传统锡剧文化的保护和传承。Objective: The famous drama culture of Jiangnan, the present-day Tin opera, is selected to integrate the Tin opera culture with the times to construct the brand image and spread it in the form of creative products to better protect and inherit the Tin opera culture. Method: Based on the quantitative and qualitative analysis of the target population and market research, the positioning of the design product is carried out. By studying the representative elements of singing, stage, role, costume and headdress in Tin opera culture, and combining with the culture of performer in the new era, the design of theme and expression language is innovated. The image of Tin opera will be integrated into the modern trend of culture, shaping fashion, interesting opera characters. Then combined with the background of the Internet, the marketing schemes of characteristics of Tin opera are designed. Result: Based on the Quantitative analysis, the traditional Chinese opera culture can be transformed into the design language, and the image elements can be selected and promoted, and can be combined with the lifestyle and applied to the cultural products. In order to protect and inherit the traditional Tin opera culture, the elements of the most regional Chinese opera culture are selected.

关 键 词：锡剧 文创 品牌 形象 设计 

分 类 号：J82[艺术—戏剧戏曲]