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非遗元素在国潮品牌传播中的作用——以苗绣纹样为例

the Role of Intangible Cultural Heritage Elements in China-Chic Brands Communication:Taking Miao embroidery as an example
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摘要 苗绣是中华民族历史文化篇章中的精彩缩影,是古今传统艺术中绵绵不绝生生不息的浓墨重彩,是纵跨世纪追溯图腾崇拜起源下的空前绝唱。提取苗绣中原始抽象的图腾纹样,将其针绣或印制于国潮品牌的各类产品中,进行传统艺术与潮流时尚的碰撞,突破非遗苗绣艺术传统市场发展局限的瓶颈,借助国潮品牌的营销热度,结合互联网媒体平台的快速发展,推陈出新打造融合苗绣元素兼具时代潮流特色的国潮产品,不仅为苗绣艺术的继承、生存、应用提供新方向,并为国潮品牌结合特色文旅产业的未来发展愿景提供新思路。 The original abstract totemic patterns in Miao embroidery have been extracted,stitched or printed into various products of the Chinese trend-setting brands.With the help of the marketing heat of the Chinese trend-setting brands and the rapid development of the Internet media platform,the products of the Chinese trendsetting brands have been created,which not only provide a new direction for inheritance,survival and application of the art,but also provide a new idea for the future development of the Chinese trend-setting brands combined with the characteristic cultural and tourism industry.
作者 李若萌 黄孟芳 LI Ruo-meng;HUANG Meng-fang
出处 《新闻知识》 2024年第7期43-47,94,95,共7页 News Research
关键词 苗绣纹样 国潮品牌 应用分析 Miao embroidery pattern Chinese trendsetting brands Analysis of Applications
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