徽州民俗文化的传承与创新——以嬉鱼灯品牌设计为例

Inheritance and Innovation of Huizhou Folk Culture--Taking the Brand Design of Hippie Fish Lantern as an Example

徽州歙县汪满田鱼灯作为古徽州非遗的璀璨明珠,不仅是对传统文脉的延续,更是古今文化交融的桥梁。针对其发展困境分析其艺术特色,在坚守传统之余积极谋求创新之道。本文通过树立鲜明品牌形象拓宽发展路径,运用互联网与科学技术增强文化体验等创新实践使非遗走出高阁,使这一民俗活动焕发新生。

Huizhou shexian wangmantian fish lamp as the ancient Huizhou non-heritage bright pearl,it is not only the continuation of the traditional cultural lineage is the bridge of ancient and modern cultural fusion.For the development of its plight to analyze its artistic characteristics,while actively seeking ways to innovate while adhering to tradition.This paper establishes a clear brand image to broaden the development path,the use of the Internet and science and technology to enhance the cultural experience and other innovative practices to make the non-heritage out of the cabinet,so that this folklore activities renewed new life.