The Research On Digital Media Art Design Of Jade Pig Dragon In Hongshan Culture Is Based On Morris Semiotics

With the vigorous development of society and economy,people’s living standards are improving,and means of production are becoming more and more abundant.While satisfying certain material needs,the improvement of spiritual civilization cannot be ignored.However,the spirit of and connotation of Hongshan culture are gradually forgotten by the new generation.In order to awaken the new generation’s memory and love for the Hongshan culture and to strengthen people’s pride and identity for the culture,this essay tries to analyze the jade pig-dragon in the Hongshan culture as the object.Through the redesign of the jade pig-dragon of Hongshan culture by Morris semiotics,the jade pig-dragon of Hongshan culture is innovated to create vivid and interesting characters and scenes,and then presented by the way of digital media art design,which makes the Hongshan culture spread more widely and makes the image of the jade pig-dragon more deeply rooted in people’s hearts.In the process of design and research,I used literature research method,summary and induction method,field research method,multidisciplinary intersection method,interview method and other research methods to study and refer to some excellent cases,meanwhile by using Morris semiotics theory as the guide,I took the Red Mountain culture jade pig-dragon research as the object with taking children as the target group.Firstly,through the analysis of Hongshan culture and the artistic characteristics of the jade pig-dragon,the natural environment of Hongshan culture,the regional advantages and the cultural connotation and artistic characteristics of the jade pig-dragon are sorted out.Secondly,based on the analysis of the Morris semiotics theory,this essay analyzes the semantics,linguistics and pragmatics composition of the jade pig-dragon.Thirdly,the application method of the jade pig dragon symbol of Hongshan culture in digital media art design is studied,and analyzed through target groups,design principles,design elements,and design methods.Finally,through design practice,I reinterpreted and innovated the Red Mountain culture-jade pig-dragon,and also created a visual image of Red Mountain culture with cultural connotation and artistic characteristics,making the designed image rich in cultural connotation,vivid and dynamic while meeting the characteristics and needs of children’s cognition,and animated and designed a series of digital media animation works of "Red Mountain culture jade pig-dragon dreaming back to Red Mountain" by using digital media art design.It would be shown through four thematic animated short films.They are "Red Mountain culture jade pig-dragon Pingping dreaming back to Hongshan for blessing","Red Mountain culture jade pig-dragon Lele dreaming back to Hongshan for farming","Red Mountain culture jade pig-dragon Fufu dreaming back to Hongshan for leisure",and "Red Mountain culture jade pig-dragon Manman dreaming back to Hongshan for fishing".The combination of traditional culture and modern culture through the expression of digital media animation makes the essay interesting and novel,making it easier for children to accept and meantime help infusing Hongshan culture with new development force,thus preserving the cultural diversity.