旅游影视广告设计中民俗元素的应用分析.docx

摘 要
本课题从消费心理学角度阐述世界一体化格局的大背景下,民俗文化热推的历史必然性。首先阐述了消费密码、旅游文化、民俗旅游的基本内涵,综述了近年来国内外对民俗文化旅游的研究进展。文化旅游是深层次开发旅游业的基础,民俗文化旅游是文化旅游的重要组成部分,从文化创意视角全面研究旅游广告宣传的文化属性表现。对民俗文化旅游的诸多方面进行解析,探索其开发的规律。其次,针对国内当代旅游影视广告设计中的实际案例进行分析,阐明传统民俗元素和现代设计元素在同一广告宣传片中的和谐共存和创新。阐述提升民族文化寓意和增强广告美感,继承和发扬中国传统文化,并提升其在国际市场中的地位的作用。
本文采用大量的实际案例整理分析,结合图像学、美学的研究方法,着重从表现方式、意念表达、审美倾向三个方面论述了传统民俗元素在当代旅游影视广告应用中的适度表现;并针对如何借助传统文化的丰富内涵提升旅游影视广告宣传片的设计美感、提升旅游文化产业的市场潜力、取得良好的经济效益做出解读。
文章透过对现代旅游影视广告设计的研究,展示中国传统民俗艺术的绚丽多彩, 提高公众对非物质文化遗产的认知,关注民俗艺术在当代的传承和保护。本文从旅游影视广告的视角对异彩纷呈的民俗文化进行研究,分析了开展民俗文化旅游的现状,对民俗文化旅游的诸多方面进行解析,探索其开发的规律,提出了今后开发应用的设想。
关键词 传统文化;元素;文化密码;民俗;旅游广告
Abstract
This research illustrates the historical inevitability of folk culture craze from the perspective of consumer psychology under the background of globalization. This paper firstly elaborated the basic connotation of consumption code, tourism culture and folk tourism; and reviewed the domestic and overseas research progress on folk cultural tourism in recent years. Cultural tourism is the foundation for deeply developing tourist industry; folk cultural tourism is the ponent of cultural tourism. prehensively researched on the cultural attribute expression of advertising from the angle of cultural creativity, analyzed the multiple aspects of folk cultural tourism and explored its development rule. Then it analyzes the cases of modern advertisement design for tourism and films in China and expounds the coexistence of elements of traditional folk culture and modern design elements in the same advertisement and their innovation. The research topic also elaborates on how to improve the profound meaning of national culture and enhance the beauty of advertisement, so as to inherit and promote traditional Chinese culture and enhance its role in the international market.
This paper adopts a large number of actual cases to make analysis, integrates with the research approaches of images and aesthetics, and discusses the moderate expression of elements of traditional folk cu