非物质文化遗产的品牌传播设计案例分析研究

摘要

From the concept of intangible cultural heritage and the current situation of intangible, the article points out the role of brand spread design in heritage protection, inheritance and development. Through case study, this essay explores the characteristics of two intangible cultural heritages Weifang kite and Tianjin Yangliuqing as wel as their application in the design works, and hopes to introduce a method, which can be as a reference in intangible cultural heritage brand spreading. To have better protection and development, intangible cultural heritage needs not only the government's attention and support, but also sets up their good brand images to spread their brand through multiple points of view, multi-dimensional way of propaganda and the intervention of new media. This brings benefit not only to the intangible cultural heritage in the protection, inheritance and development of modern society, but also to the traditional folk art and its related industries development.%从非物质文化遗产的概念阐述和我国非遗现状入手，提出品牌传播设计在非遗保护、传承和发展中的作用。通过案例分析，探讨潍坊风筝和天津杨柳青两个非物质文化遗产的特点以及在设计实践中的应用途径，以期能为非物质文化遗产的品牌传播设计方式提供可供借鉴的方法。非物质文化遗产要得到更好地保护和发展，不仅仅依靠政府的重视和支持，还要树立自己良好的品牌形象，通过多视角、多维度的宣传方式，以及新科技新媒体的介入，进行品牌的传播，这不仅有利于非物质文化遗产在现代社会的保护、传承和发展，更有利于传统民间艺术及其相关产业经济效益的提升。