非遗传承视角下传统节日IP形象设计研究——以端午节为例

IP Image Designs of Traditional Festivals from the Perspective of Intangible Cultural Heritage--Dragon Boat Festival as a Case in Point

从国内的传统节日IP形象设计发展现状入手来分析成功IP形象所具备的必须要素,归纳整理端午节特色IP形象的设计要点,结合大数据传播时代的品牌构建理论予以分析,研究端午节文化内涵和节日形式、传统节日IP形象设计的元素需求来实现端午文化的传播和推广。随着互联网技术的快速发展,端午IP形象通过线上媒体推广和线下多感官化文创商品的体验,必将使中国传统节日的文化理念重获关注。

This paper studies the dissemination and promotion of Dragon Boat Festival culture through its cultural connotations,festival forms and traditional IP image designs.Starting from an analysis to current IP image developments home and abroad,this paper analyzes the necessary elements in successful IP image designs.A summary to key Dragon Boat Festival design points in characteristic IP images provides reference for future business development.With the rapid development of internet technology,Dragon Boat Festival IP images are bound to be promoted through online and offline media and multi-sensory experiences of innovative cultural commodities.This helps draw attention to the cultural concepts of Chinese traditional festivals.