A Study On The Innovation And Activation Mode Of Traditional IP Image In China

Nowadays,variety of culture converge.With the rapid development of multimedia technology,more and more innovation industries come into people’s vision.Then IP appear,a new type of cultural industry since 2016.IP stands for“intellectual property”,it is a category of property that includes intangible creations of the human intellect,and primarily encompasses copyrights,patents,and trademarks.In general,IP is regarded as a communication image for a brand.But in my opinion,IP has strong influences and it also can becomes durable elements that culturally cross-border.Chinese traditional culture is our treasure from the history of five thousand year.But it’s labeled on “old school” and “out of date” in fragmentation of the information age.Chinese culture shouldn’t be like this,she can also be fashion as well as own its unique style.We need to activate a new mode and help Chinese traditional culture become a huge IP group by using our unique oriental demeanor.This IP group will shine out with great brilliancy in all aspects of our society.This article collates and analysis IP through its origin,development,categories,ways of spreading and so on.Extract experience and draw a lesson from previous successful case studies,IP’s form and further development will be talked about in this article.By exploring the innovative IP visually in today’s social activation mode,this article calls on us pay more attention to the traditional culture,and create innovative IP for oriental aesthetic.A new impetus,new technology and abundant visual contents are essential for spreading the IP for Chinese culture.