Research On The Protection And Innovation Of The Traditional Handicraft Brand Of "Adelais" In Jiya Township

Atlas is called "The Last Silk Handicraft of the 21st.Century." Atlas,as the gorgeous handicraft of the Intangible Cultural Heritage,created by Xinjiang minorities in their practice,is the most typical traditional costume of Uyghur people,among which the folk handicrafts of Hotan,Kashgar in the southern Xin-jiang is the most famous Atlas.In 2007,"The Art of the Atlas Weaving and Dyeing" is included in the Second Batch of the National Representative Protection Project.Approved by the State Council in China in 2008,the Atlas is enrolled in the Second Batch of the National Intangible Cultural Heritage.The Win-Win International Cooperation Round-table Summit Forum of the "One Belt,One Road",held in China in 2017,where the theme of "The Road of Peace,the Road of Prosperity,the Road of Opening,the Road of Innovation,the Road of Civilization" is put forward,which provides the opportunities and challenges for the Atlas,by broadening the channels of the international economic circulation,making the world cognitive and acceptable of the Atlas.The National Conference of protection work of the Intangible Cultural Heritage points out,to protect the intangible cultural heritage,the most fundamental topic of it is "to protect the inheriting practice,to protect the inheriting ability,and to protect the inheriting environment."Thereby,the study on the protection,the inheritance and the development of the Atlas’ traditional handicraft,conveys an important practical and cultural connotations.The paper finds,by excavating the current literature of the Atlas,that few scholars put forward substantive suggestions on the heritage and brand promotion of the Atlas traditional handcraft.However,the Atlas traditional handicraft,as the Intangible Cultural Heritage,is also encountering the circumstances of changing the operation mode of the production economy,and the consumption market at home and abroad.Therefore,the qualitative study of literature theory cannot meet the demands of the inheritance,the protection and the promotion of the Atlas.Based on it,the study employs the main method of the questionnaire,the field survey,the comparative study of the original data at hand.Starting with the overview,the brand development,the inheritance and protection of traditional handcrafts,the brand establishment of the Atlas,the paper aims to dig the factors and the cultural connotations of the visual brand,the additional products,the consumption groups,the product development and the product innovation,by using the field survey,the data collection,the image forms,and the government documents and so on,to objectively expounds the opportunities and challenges of the Atlas.And finally,the study puts forward the suggestive strategies and approaches,concerning the relevant inheritance and protection,the graphic design,and the packaging design.The study finds out that,the traditional handicraft visual brand of the Atlas is facing the issues and challenges of the lack of the traditional culture,the inheritors’aging,the poor product design and the research development.Thus,not only is it firstly necessary to strengthen the popularity of the political,cultural,economic,historical and resource conditions of the Hotan Prefecture,but also to lay stress on the propaganda of the traditional culture,the inheritance channels,the pattern elements of the Atlas,the aims of which is to advocate more people to join in the heritage protection and the promotion of the traditional silk weaving process.Secondly,they have to carry out the propaganda of a comprehensive product culture,the craftsmen stories of the Atlas from the spiritual aspects.By using the real visual resources to attract the the consumers’attention,to stimulate the consumption,and thereby the market demand of the products are pulled.Meanwhile,the paper also designs the cases of the visual brand of the Atlas,with the systematization,integrity,ethnicity and cosmopolitan.The paper also introduces the visual brand image of the Atlas,with the combination of retro and fashion,in order to develop its international transboundary and integration.Not only does it carry forward the traditional handicraft of the Atlas,but also accumulate the practical experiences for the researchers,by means of inheriting and protecting it.Not only is it our responsibility and duty of the society,but also the concrete practice of "the Spirit of the Great Power Craftsmen",to inherit,protect,develop and innovate the traditional handicraft culture of the Atlas.Carrying forward the spirit of national culture of the Atlas,can promote the consumers’ to better understand the traditional handicraft of it,improve the inheritors’ political,economic and social status.And the paper ultimately provides the basis decision-making for the implementation of protecting,inheriting,developing and reviving the traditional handicraft of the Atlas.