创新视觉语境活化传统非遗——修辞手法在佛山“狮头彩扎”海报设计中的应用

Innovating Visual Context to Revitalize Traditional Intangible Cultural Heritage:Application of Rhetorical Techniques in Poster Design of Foshan"Lion's Head Color Tie"

文章利用文学中的修辞手法指导“狮头彩扎”的海报创意设计,将修辞手法融入“狮头彩扎”非遗产品的衍生创作。将非遗项目融入课堂教学,以此让学生更形象更生动地了解和传承“狮头彩扎”,创造属于自己心目中的“狮头彩扎”海报。“狮头彩扎”2008年已被列入国家非物质文化遗产,但随着科技和数字经济的迅猛发展,传统手工艺因为费时费力而逐渐淡出历史舞台,这一传统技艺的传承保护与推广迫在眉睫。文章利用谐音、象征、借代、隐喻4种修辞手法与海报设计相结合的方式,以“狮头彩扎”海报设计为切入点,通过学生的实践创作,用新的视角来唤醒这一传统非遗,以此来引起人们对传统技艺的了解、喜爱与传承。

The article uses the rhetorical techniques in literature to guide the creative design of the poster of"Lion Head Color Tie",and integrates rhetoric techniques into the derivative creation of"Lion Head Color Tie"intangible cultural heritage products.Integrate intangible cultural heritage items into classroom teaching,so that students can understand and inherit the"Lion Head Color Tie"more vividly and vividly,and create their own"Lion Head Color Tie"posters.Although"lion head color bar"has been included in the national intangible cultural heritage in 2008,with the rapid development of technology and digital economy,traditional handicrafts have gradually faded out of the historical stage due to time-consuming and labor-intensive efforts.The inheritance,protection and promotion of this traditional skill imminent.The article combines the four rhetorical techniques of homophony,symbolism,metonymy and metaphor with the poster design,and takes the poster design of"lion head color tie"as the starting point.Through the students'practical creation,it uses a new perspective to awaken this traditional non-In order to arouse people's understanding,love and inheritance of this traditional skill.