传媒时代潮汕传统文化的应变与坚守.docVIP

PAGE PAGE 19 中文摘要 潮绣是一门潮汕地区具有特色的传统手工艺。从古至今它的应用与人们的生活息息相关。笔者通过讲述潮绣的历史文化背景以及在传媒时代下它的应变与坚守，并且在品牌设计中的研究与探索。潮绣传统文化历史悠久，始于唐宋、盛于明清，但是地域性过于局限，应用也过于单一。随着时代的发展，潮绣的应用逐渐的广泛，但依然存在着过于传统并且知名度不高。因此本文主要围绕“潮绣元素的应用和视频广告相结合体现品牌特性”进行分析，围绕这一主题，笔者进行了思考与调研分析。通过探索将潮绣元素的应用赋予品牌化，使潮绣更能够被人们所了解。同时也可使潮绣得以更好的发展与创新，实现它的最大价值。 关键词：潮绣 品牌特性 视频广告 品牌化 Abstract Chaozhou embroidery is a traditional handicraft with characteristics in Chaoshan area. Since ancient times, its application is closely related to peoples lives. The author tells about the historical and cultural background of Chaozhou embroidery and its adaptability and persistence in the media era, as well as its research and exploration in brand design. The traditional culture of Chao embroidery has a long history, which began in the Tang and Song dynasties and flourished in the Ming and Qing dynasties, but its regional nature is too limited and its application is too simple. With the development of the times, the application of Chaozhou embroidery is gradually widespread, but it is still too traditional and not well-known. Therefore, this paper mainly focuses on the analysis of the application of Chao embroidery elements and the combination of video advertising to reflect the brand characteristics. Around this theme, the author makes a thinking and investigation and analysis. Through the exploration of the application of Chaozhou embroidery elements to brand, so that Chaozhou embroidery can be better understood by people. At the same time, it can also make Chao embroidery develop and innovate better and realize its maximum value. Key words: Tide embroidery Brand characteristics Video advertisement Branding 目 录 TOC \o 1-3 \h \u TOC \o 1-3 \h \u 第一章 绪论 1 1.1研究背景 1 1.2研究的目的和意义 1 1.3研究的现状 1 1.4课题主要解决的问题 2 1.5课题的研究方法 2 第二章 潮汕传统文化-潮绣的相关概述分析 3 2.1潮绣的特点 3 2.2潮绣的特征 3 2.2.1潮绣的工艺特征 3 2.2.2潮绣的材料特征 4 2.2.3潮绣的技法特征 5 2.2.4潮绣的色彩特征 6 2.3潮绣的商品历史演变 6 2.4潮绣的设计美学在产品中的运用分析 8 第三章 潮绣元素在服饰上的应用及服饰品牌化探索 9 3.1潮绣元素在服饰上的应用 9 3