全球化背景下中秋节品牌设计与推广的可行性研究 摘任石3( 中秋节是我们中华民族的传统节日之一,其本身已有几千年的历史如今的中秋 节在中华儿女的心中早已不单单是一个节日的象征,经过历史的沉淀,它凝结了中华 民族的民族精神和民族情感,传承了中华民族的文化血脉和思想精华,是全球华人共 享的传统大节,因此中秋节在当今已成为创造与传承民族精神的重要载体然而,随 着社会经济的发展和大量外来文化的涌入,传统中秋节很多优秀的民俗文化思想正被 人们逐渐淡忘,同时其原有的节日形式也己无法适应现代人的需要,因此应对传统中 秋节进行必要的改革与创新本文的研究以中秋节历史的起源和形成为出发点,全面 剖析了:从中秋节外在形式的改变以及内在文化的消逝!同时指出政府对中秋节文化 的宣传仍需进一步加深!到传统的中秋节文化在发展中必须要与时代精神相融合,当 今我国传统中秋节文化在国外以及中秋节文化全球推广中的隐患等方面表述了中秋 节文化的发展现状本研究中通过对品牌设计与推广系统下中秋节全球推广中的重要 作用的论述,阐述了中秋节与识别系统之间的关系,以中秋节核心理念为基础,通过 对中秋节行为识别系统的整理,提出了中秋节视觉传达部分的设计从而把我国的中 秋节民俗文化设计富有魅力,并以此促进我国中秋节文化的全球推广,吸引更多的人 参与到我国中秋的庆祝活动中来以上都离不开充满创意与艺术美感的图形图像,正 是这些才促进了品牌设计与推广系统下中秋节全球的发展,因此开展本课题的研究工 作无论从理论上还是从实践上来说,都有重要的借鉴意义 关键词:中秋节;品牌设计;推广系统;视觉识别系统Abstract TheresearchonthefeasibilityofMid一AutumnFestivalbasedon branddesignandPromotionsysteminthecontextof globalization AbstfaCt Mid一AlltunnnFestival15oneofthetraditionalChinesefestivalswithseveralthousand yearsofhistory.ThroughhistoryofdePosits,Mid一AutumnFestival15notmerelyasymbol ofthefestival,butitembodiesthesPiritoftheChinesenation.It15theculturalheritageof theChinesenationandoneoftheChinesetraditionalfestivalsthatsharedtogetherby Chineseallaroundtheworld.50ithasbeeomeanimPortantearrierofereatingand inheritingfornationalsPiritatPresent.However,withthedeveloPmentsoeialeconomyand largeinfluxofforeigneulture,muehexeellentfolkculturaloftraditionalMid一Autunm15 beinggraduallyforgotten.Mid一AutumnFestivalhasbeenunabletomeetthemodem life一styles,anditneedstobereformedandinnovated.ThisPaPerfirstintrodueestheorigin andformationoftheMid一AutumnFestival.Anditanalyzestheehangesintheformsof Mid一AutumnFestivalandthevanishingoftheeultUxe,suggestedthatfestivaleulturestill needtodeePenthePublicity,thetraditionalMid一AutumnFestivalandeulturalneedsto injeetnewsPiritofthetimes.ThisPaperalsogivestheeurrentsitUationofthetraditional Mid一AutunlnFestivaleul恤eoverseas.ChinaMid一AutumnFestivalbytheimPaetof W亡sternandtherearemanyrisksduringMid一AutunlnFestivaleulture globalization.ThroughthediseussionontheroleofbranddesignandPromotionsystemin theglobalizationofMid一AutumnFestival,thisresearehdeseribedtherelationshiP betweenMid一AutUmnFestivalandthereeognitionsystem,basedontheeoreeoneePtto Mid一AutUrnnFestival,throughtheMid一Autumnfestivalbehaviorreeognitionsystem arrangement,PutsforwardadesignofvisualeommunieationforMid一AutumnFestival. MakingtheMid一AuturnnFestivalbeeameaveryimpressivedesigntopromotethe globalizationofFolkFestivalandattractmoreforeignerstoPartieiPateineelebrating 111昆明理工大学硕士学位报告 Mid一AutumnFestival.TheyareinseParablefromtheereativeandaltistiegr即hieimage, andPromotethebrandofthesedesignandfolkfestivalglobalization.Whetherintheoryor inPractiee,earryingthistoPieresearch15imPortant. Keywords:Mid一AutumnFestival:branddesign:Promotionsystem:visualidentifieation system IV目录 目录 第1章绪论............................,.,.........................................,...1 1.1课题研究背景..................................................................................................1 1.2课题国内外研究的现状..................................................................................2 1.3课题研究的目的及意义..................................................................................2 1.4课题研究思路和方法......................................................................................3 1.5小结........................................................................................,...................4 1.5.1全球化背景下的民俗化.................................................,................4 1.5.2品牌设计................................................................................................4 第2章中秋节的起源与形成..................................................................7 2.1中秋节的含义......................................................,.....................................7 2.2中秋节的起源..................................................................................................7 2.2.1祭拜月神活动........................................................................................7 2.2.2秋报遗俗说................................................,.....................................8 2.3中秋节的形成..................................................................................................8 2.3.1楚文化的积淀........................................................................................8 2.3.2形成于唐宋时期......................................................,.......................9 2.4中秋月饼的由来..............................................................................................9 2.5小结.....................................,..........................................................,.....9 第3章中秋节文化的发展现状分析....................................................n 3.1传统中秋节外在形式的改变........................................................................n 3.1.1祝福的方式..........................................................................................n 3.1.2过节的方式..........................................................................................n 3.1.3聚会的方式..........................................................................................n 3.2日渐消逝的传统中秋节内在文化.............................................,............12 3.3政府对中秋节民俗文化内涵的宣传和保护仍需加深..........,...............12 3.4传统中秋节文化需要注入新的时代精神.............,................................13 3.5传统中秋节文化在国外..............................,.......................14昆明理工大学硕士学位报告 3.6中国中秋节受到国外节日文化的冲击...........,......................................14 3.7中秋节文化全球传播中的隐患....................................................................16 3.7.1文化上的差异.........................................,......................................16 3.7.2饮食上的不同,.....................................................................................17 3.7.3文化上的混淆,.....................................................................................17 3.8小结....................,.......,...................................................................19 第4章品牌设计与推广系统在中秋节全球推广中的重要作用........21 4.1品牌设计与推广系统................................................................................21 4.2基于品牌设计与推广系统下对传统中秋节文化的解构............................21 4.3对中秋节全球背景下民俗化的分析................................................,.....22 4.4对中秋节价值的分析....................................................................................23 4.5对中秋节的审美分析..........................................,......,....,.,..,.,二23 4.6对中秋节识别系统的分析...............,......................................................24 4.6.1中秋节核心理念的分析......................................................................25 4.6.2对中秋节行为识别系统的分析..........................................................26 4.6.3对中秋节视觉识别设计的分析..........................................................27 4.7中秋节与形象经济.............................,二,.................................................27 4.8中秋节民俗全球推广的途径.........................................................................28 4.8.1通过广告等媒介的推广......................................................................28 4.8.2特色工艺礼品吉祥物的设计..............................................................29 4.8.3开展大型民俗文化活动....,...........................................................30 4.8.4发挥课堂教学效应...,.,.,....................................................32 4.9小结................................................................................................................32 第5章中秋节核心理念的提炼............................................................35 5.1中秋节内在文化意象的解读.........,........................................................35 5.1.1中秋节的群体文化..............................................................................35 5.1.2中秋节的团圆文化..............................................................................35 5.1.3中秋节的阴阳文化................................,.......................................36 5.1.4中秋节的礼品文化.......................................................................,36 5.1.5中秋节的商业文化..............................................................................36目录 5.2传统中秋节文化的弊端................................................................................37 5.3传统中秋节文化的优秀因子........................................................................37 5.3.1儒家思想对中秋节的渗透..................................................................38 5.3.1.1仁爱之情.......................................,..............................................38 5.3.1.2/家0文化.......................................................................................38 5.3.1.3坚忍不拔.......................................................................,......,39 5.3.2道家思想对中秋节的影响..............................................................39 5.3.3民俗文化对中秋节的影响..................................................................40 5.3.4人文主义关怀......................................................................................42 5.3.5中国中秋节对西方节日文化的借鉴..................................................42 5.3.5.1过节方式...........................................................................................42 5.3.5.2节日产品...........................................................................................43 5.4小结.............................,............................................................................44 第6章中秋节行为识别系统的整理....................................................45 6.1对传统中秋节文化内部Bl部分分析..........................................................45 6.1.1祭月拜月..............................................................................................45 6.1.2食月饼.....................................,.,.,............................................46 6.2对传统中秋节文化外部Bl部分分析.......,............................................47 6.2.1赏月.........................................................................................,......47 6.2.2观潮......................................................................................................48 6.2.3燃宝塔,放夜灯..,.........................................................................48 6.2.4舞火龙..................................................................................................49 6.2.5博饼活动..............................................................................................49 6.2.6其他地方中秋民俗活动..,.............................................................50 6.3中秋节民俗文化Bl部分的推广策略..........................................................50 6.4小结................................................................................,.........................51 第7章中秋节视觉传达设计的应用与开发........................................53 7.1中秋节视觉基础系统设计.....................................................,................54 7.1.1主体图形设计......................................................................................54 7.1.1.1吉祥图案构成手法及意趣研究.......................................................54昆明理工大学硕士学位报告 7.1.1.2对西方节日视觉符号的借鉴二,.,...,二,.....................................61 7.1.1.3用现代设计手法表现主体图形....................................,............62 7.1.2品牌文字设计..................................................,...........................62 7.1.3色彩系统设计....................................................................................63 7.2中秋节视觉应用系统设计............................................................................64 7.2.1民间艺术..............................................................................................64 7.2.2中秋节文化的媒介研究......................................................................65 7.3小结................................................................................................................65 第8章结论............................................................................................65 8.1研究工作总结........................................................................#....#65 8.2研究结论................................................................................................,.65 8.3报告中有待完善的内容.............,........................................................66 致谢............................................................................................................67