摘要
IP(Intellectual Property,知识产权,又称智力成果权、无形财产权,简称IP)人格化形象作为具有高辨识度、话题度、附加值的视觉文化形式,以现代话语体系与商业价值并存的优势延续与活化了非物质文化遗产(简称“非遗”)的生命力。以南通蓝印花布为例,从提纯文化要素、分析受众需求、开发视觉形象、衍生创意产品及打造体验平台等角度开展非遗主题IP人格化形象设计,探索互联网背景下非遗文化创意(简称“文创”)发展的新路径,可为其他非遗IP形象的开发及传播提供参考。
As a form of visual culture that is easy to identify,popular for discussion and high in added value,the personified image of IP(Intellectual Property,also known as intellectual property rights or intangible property rights)prolongs and activates the life and the vitality of intangible cultural heritage(ICH)with its advantage of the coexistence of modern discourse system with commercial value.In order to explore the paths for the growth of cultural and creative products of ICH in the context of the Internet,this paper,taking Nantong Blue Calico as example,proposed that the personified image of ICH theme IP be designed by refining cultural elements,analyzing needs of target audience,developing visual images,extending the range of innovative derivatives and establishing the platforms of cultural experience,which can be used as reference for the development and the spread of other IP images.
作者
周忠美
高星
ZHOU Zhongmei;GAO Xing(Jiangsu College of Engineering and Technology,Nantong 226006,China)
出处
《江苏工程职业技术学院学报》
2023年第2期49-52,共4页
Journal of Jiangsu College of Engineering and Technology
基金
江苏省高校哲学社会科学研究项目(编号:2021SJA1668)
江苏工程职业技术学院校级教学改革研究课题(编号:GYJY202101)。
关键词
非遗
IP
人格化形象
文创
蓝印花布
intangible cultural heritage
IP
personified image
cultural and creative products
blue calico
