非遗传承视角下的文创品牌设计研究——以高淳傩舞“跳五猖”为例

Cultural and Creative Brand Design Research from the Perspective of Inheritance of Intangible Cultural Heritage—Taking Gaochun Nuo Dance “Tiao Wu Chang” as an Example

摘要: 高淳“跳五猖”是江苏省的非物质文化遗产，是具有代表性的傩文化传统民俗，尤其是独特的面具形象和文化内涵，使其成为高淳地区的代表性名片，但是由于宣传手段的单一以及文化老龄化等问题，导致其越来越远离日常生活。为了更好地宣传这项传统文化，本文通过市场上现存的“跳五猖”文创产品，提取“跳五猖”的艺术特色，深入分析“跳五猖”在非物质文化遗产传承中面临的困境，发掘传统文化的内涵，确立品牌的定位，推动非物质文化遗产的活态化传承。

Abstract: The Tiao Wu Chang of Gaochun is an intangible cultural heritage of Jiangsu Province and is a representative traditional folklore of Nuo culture, especially the unique mask image and cultural connotation, making it a representative business card of the Gaochun area. However, the single means of communication and the “aging” of the culture have led to its increasing isolation from everyday life. In order to better promote this traditional culture, this paper extracts the artistic characteristics of “Tiao Wu Chan” through a review of the existing “Tiao Wu Chang” cultural and creative products in the market. Through an in-depth analysis of the dilemmas faced by “Tiao Wu Chang” in the transmission of intangible cultural heritage, the paper explored traditional culture’s connotations, established its brand positioning, and promoted the active inheritance of intangible cultural heritage.