基于中国古典文学IP的文创产品转换路径探究

Transformation Path of Cultural and Creative Products Based on IP of Chinese Classical Literature

目的弘扬和传播中国传统文化,满足人们日益增长的精神需求,促进传统文化产业化发展,提高产品的附加值和竞争力。方法根据文创产品设计的三个层次和中国古典文学显性与隐性特征,由表及里地分析转换路径。首先,提取中国古典文学中具体的意象,选择具有广泛性和易解码的部分,结合时代特征,使产品易于理解且与时俱进。其次,针对同质化严重的现象,注重产品的创新与使用功能,基于古典文学IP,建立起产品与文化紧密又自然的联系。最后,深度理解中国古典文学的情感表现和价值观念的传达,完成文化内涵从文学到产品的创造性转化。结果指导中国古典文学IP向文创产品的创新性发展,使文创产品在新时代焕发活力,产生深远的经济效益、文化效益和社会效益。结论基于中国古典文学IP的文创产品设计应注重创新,从功能、审美、情感、价值观等方面将传统文化与新的时代特征相结合,以当代人的需求为中心,创造出广泛、实用、与时俱进的文创产品。

The paper aims to carry forward and spread Chinese traditional culture,meet people’s growing spiritual needs,promote the industrialization of traditional culture,and improve the added value and competitiveness of products.According to the three levels of cultural and creative product design and the explicit and implicit features of Chinese classic literature,this paper analyzed the transformation path from the outside to the inside.Firstly,the specific images in Chinese classical literature were extracted,the parts which were extensive and easy to decode were selected,and the characteristics of the times were combined to make the products easy to understand and keep pace with the times.Secondly,in view of the serious homogenization phenomenon,the innovation and function of products were emphasized,and a close and natural connection between products and culture were established based on IP of classical literature.Finally,the creative transformation of cultural connotation from literature to products was completed by in-depth understanding of the emotional expression and the transmission of values in Chinese classical literature.This paper can guide the innovative development of Chinese classical literature IP to cultural and creative products,make cultural and creative products rejuvenate in the new era,and produce far-reaching economic,cultural and social benefits.This paper draws the following conclusions:the design of cultural and creative products based on Chinese classical literature IP should pay attention to innovation,combine traditional culture with the new characteristics of the times from the aspects of function,aesthetics,emotion and values,and focus on the needs of contemporary people to create cultural and creative products that are extensive,practical and can keep pace with the times.