Research On IP Image Design And Communication Channels Of Cultural Celebrities Under The Background Of New Cultural Innovation

With the rapid development of domestic cultural industry,science and technology,As a"cultural mode of production with the construction of IP as its core ’,new cultural innovation has become an important trend in the development of cultural industry.Unlike pan-entertainment,which "builds a fan economy with star IP as the core",and puts economic interests and business value first,New Culture innovation no longer focuses on the huge fan traffic brought by IP and the economic benefits that come with it,but puts more emphasis on the value construction of cultural contents,and devotes itself to making IP become Instead,it puts more emphasis on the value construction of cultural content,and is committed to making IP a cultural core with the ability to reproduce in the long term.At the same time,under the role of mass media,cultural celebrities have transformed from an elite symbol to a popular cultural symbol and become the new fulcrum of the cultural industry.Therefore,how to use the concept of new cultural innovation to guide the design and development of historical and cultural celebrity IP will become a new research direction for the future cultural industry.This thesis takes the perspective of "new cultural innovation" as entry point,selects cultural celebrity Su Dongpo as the research object,and combines the theories of new media communication,brand co-branding,cultural tourism association,and KOL cultural anchor to explore the multi-dimensional research model of IP of historical and cultural celebrities under the background of new cultural innovation.This thesis is divided into three parts: First of all,Systematically sorted out the development mode of cultural IP and the development status of the new cultural innovation industry,summarizes the current mainstream cultural IP development path and the meaning of "new" in new cultural innovation,Through an in-depth analysis of the resource advantages of cultural celebrities,tries to propose the method of cultural celebrity IP content creation in the context of new cultural innovation,Extract typical visual symbols to create super IP image;In-depth exploration of cultural resources connotation,innovation IP content form;combine contemporary situations to interpret celebrity stories;applying digital technology for content dissemination.Secondly,througha large number of literature research,have systematically sorted out the image characteristics,personality characteristics,experience characteristics,family characteristics and talent characteristics of cultural celebrity Su Dongpo,and On the basis of maintaining the commonality of Su Dongpo’s cultural image,refine the associated cultural symbols,and take this as the practical design direction.Thirdly,through the practical study of Su Dongpo’s IP image,the IP image design path of cultural celebrities from style establishment,shape extraction,color semantic setting and story scene creation is constructed.In terms of communication strategy,the communication design of IP image is carried out from creating IP cultural innovation brand,creating KOL cultural anchor,brand co-branding,and joint cultural and tourism resources.Through the combination of theoretical construction and design practice,the core value output of this thesis is completed.This thesis has completed the image design and communication design of Su Dongpo IP,take IP of cultural celebrities as the theme of new cultural innovation development,and make practical exploration for the development and effective utilization of regional and museum cultural resources.using digital means to create the "contemporary persona" of cultural celebrities can give full play to the communication value of cultural celebrities in contemporary era,increase the recognition and influence of cultural celebrities,which is conducive to the inheritance and development of traditional culture.