论原始图腾与品牌图腾——以淮河流域虎图腾溯源及工艺传承演变为例

A Study on Primitive Totem and Brand Totem——A Case Study of the Origin and Inheritance and Evolution of Tiger Totem in Huaihe Valley

淮河流域上古文明灿烂辉煌,母系氏族在狩猎时代所尊崇的原始图腾—虎,以其凶猛威武被视为祥瑞。不仅在祭祀、祈福中供奉,更在生活习俗中影响至今。尤其表现在代代手口相授,保持"原真性"传承的非物质文化遗产之中。以淮阳泥泥狗、太和刺绣、阜阳剪纸等为代表的淮河中上游区域工艺美术非物质文化遗产表现出共同的文化属性,多以虎作为图案、造型、吉祥寓意等。以之为例,探讨原生图腾与品牌图腾的渊源和表现,有利于创新优质文化精品,凝练品牌文化理念,挖掘品牌符号化特征,获得消费认同和品牌价值提升。

Huaihe Valley is abundant in brilliant and ancient civilization. The primitive totem Tiger, worshipped by matriarchal society in the hunting period, was seen as an auspicious sign with its fierce and might. Tiger totem is not only used in sacrifice and prayer, but also exerts great influence on the customs of life up to date, especially embodies itself in the intangible cultural heritage which keeps the ＂authentic＂ inheritance and is handed down with both mouth and hands. The intangible cultural heritage of arts and crafts in the upstream region of Huaihe River, represented by Huaiyang clay dog, Taihe embroidery, Fuyang paper cutting and so on, exhibits the common cultural attribute, which is, taking mainly tiger as the pattern and shape with an auspicious meaning. Exploring the origin and performance of primitive totem and brand totem is beneficial to innovate high-quality cultural products, condense concept of brand culture, search symbolic feature of brand, and obtain consumer recognition and promotion of brand value.