A Study On The Story Narration And The Communication Of Brand Value Of Intangible Cultural Heritage Brand

China’s intangible cultural heritage is an important part of the Chinese nation’s culture,and its protection and inheritance is an important cultural policy.As far as the current situation is concerned,intangible cultural heritage is more often transferred within the inheritors,and the public is not sufficiently aware of them.In recent years,the state has paid more and more attention to the protection and inheritance of intangible cultural heritage,more and more intangible cultural heritage programs have flooded into the variety show and documentary market,and TV dramas have also paid close attention to the integration of intangible cultural heritage.This combination method is conducive to expanding the exposure and coverage of intangible cultural heritage.More people can get in touch with intangible cultural heritage and gradually deepen their knowledge.At present,the combination of intangible cultural heritage and TV series mainly has two manifestations.One is to plant intangible cultural heritage elements in TV dramas.The second is to use a certain intangible cultural heritage as an incision and develop a narrative around it.And in this combination mode,TV dramas around intangible cultural heritage brands serve as a unique existence.Looking back at TV dramas involving intangible cultural heritage brand from the current perspective,It can be found that since intangible heritage has gone through the stages of not putting forward the concept,putting forward the concept,and becoming an upsurge of intangible cultural heritage protection,the intangible cultural heritage brand TV series have also experienced three stages from incipient to budding and then to development.At different stages,the creator’s intentions are also biased.The author selects three more representative intangible cultural heritage brand TV series,trying to comprehensively use the perspectives of narratology,brand narration,brand value,etc.,combined with the specific TV series text,to analyze their narrative and brand value.First,using the theoretical framework of brand narration,analyze the narrative characteristics of intangible cultural heritage brand from three aspects:narrative theme,character creation and narrative methods.Then it analyzes the narrative mode of the intangible cultural heritage brand TV series from two aspects: the inheritance of the traditional narrative mode and its own narrative characteristics.Based on the research of the theme,characters,methods and models,the author has thought about the lack of brand-related knowledge,the deviation of the detailed description,and the excessive romance that were exposed in the narrative process.Finally,relying on the brand value theory,analyze the brand value of the intangible cultural heritage brand conveyed by TV dramas from three aspects: market value,social value and cultural value.Specifically,from brand history,cultural accumulation,business philosophy and strategies,traditional technology and skills The five dimensions of architectural relics and cultural relics explore the manifestations of social and cultural values.At the same time,combined with Douban comments and audience interviews to understand the interaction between artistic presentation and audience.The author found that TV dramas have fully demonstrated the brand value of intangible heritage brand,and the audience can more or less receive relevant information in the process of watching the drama,which shows that TV dramas have had a good effect on the spread of intangible cultural heritage brand.