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当代品牌的推广方式呈多元化发展状态,要使品牌能够推陈出新,其形象深入人心,是推广过程中的关键。传统手工灯笼利用节令加强品牌意识,实现产业化培育,而西安地区手工灯笼扎制工艺的产生原本就具有地域文化和造型艺术的基本特点,因此针对灯笼的展览策划、外形剖析、研发设计及成品执行四个方面进行推广实践。传统灯笼扎制工艺形式为迎合受众的审美需求,就要求我们保留传统文化视觉主形特征的同时,通过研发设计成为具有地域特色视觉表现力的花灯形式,再利用节令展览的条件实现传统文化的深度推广。
The promotion of contemporary brand was diversified state of development, to make the brand innovation, its image enjoys popular support, is the promotion of the key process. Traditional hand-made lanterns make use of festivals to enhance brand awareness and cultivate industrialization. The production of handmade lanterns in Xi’an originally possesses the basic characteristics of regional culture and plastic arts. Therefore, lantern exhibition planning, profile analysis, R & D design and finished products Implementation of four aspects of the promotion of practice. In order to meet the aesthetic needs of the audience, traditional lanterns are required to keep the traditional culture and visual features, while at the same time they should be developed into lanterns with regional visual expression through the design and development, and then the traditional cultural Depth of promotion.