An Lanhou God’s Festival Town From The Perspective Of Cultural Translation

An Lanhou God’s Festival is an important folk activity in Luxia area of Fujian Province.As the god of protection of the sea in the sea area of eastern Fujian,a large-scale tour of the gods will be held on the 11 th day of the lunar calendar every year.A series of visual images such as the shape of the gods,clothing patterns,and props in the festival all contain unique aesthetic characteristics and spiritual connotations of coastal folk culture in eastern Fujian.This article adopts the method of cultural translation,dissects and visually processes the culture of An Lanhou God’s Festival,excavates the aesthetic characteristics and spiritual connotation of folk culture,and uses modern and popular design methods to make people in different cultural backgrounds In addition to being able to obtain information efficiently,tourists with the geographical environment and language system can feel the cultural connotation of the scenic spot through the visual level.This article takes the visual image system design of An Lanhou God’s Festival Town Scenic Spot as an example.Through the method of cultural translation,the folk culture is transformed into a modern and popular design,and a set of visual image system with complete system and unique design is constructed..It is used to solve the serious brand homogeneity of most domestic folk scenic spots,ignoring the importance of cultural connotation in the construction and promotion of scenic spots.The main research content of the thesis is as follows: 1.The research background and research status are discussed from three aspects: the value of folk culture,the development opportunities under the environment of rural revitalization,and the importance of modern design transformation,and the purpose and significance of the research are clarified.By describing the difficulties in the transformation of the modern design of An Lan’s post-sacred offerings,it further reflects the importance of cultural translation.2.Through the analysis of the development status of the guide system of An Lanhou God’s Festival Town,the extension and connotation of An Lanhou God’s Festival culture are analyzed,and the superior image system for visually displaying the connotation of folk culture is obtained.Lay the foundation for the construction of the translation model.3.Through the interpretation of the cultural characteristics of An Lanhou God’s Festival to the translation of visual elements,and then the translation from visual elements to the visual image system of the scenic spot,the modern design of the transformation of An Lanhou God’s Festival culture in the scenic area is completed.4.Carry out a questionnaire survey,through the comparative analysis of the actual research data,materials and excellent visual image design cases of tourist attractions,and come up with the design strategy of the visual image system of folk cultural scenic spots.5.Interpret the folk culture of An Lanhou God’s Festival with modern design,and better convey the folk culture of An Lanhou God’s Festival to consumers through the design of visual image system and the creation of cultural derivatives,and establish tourism brand differentiation.Enhance the value of regional folk culture,realize the wide spread of folk culture and the revitalization of rural tourism economy.Through the theoretical exploration and design research of this paper,I try to apply the theory of cultural translation to the visual image system design of folk cultural scenic spots,and propose a transformation path of folk culture in the visual aspect of scenic spots.With the visual image of scenic spots as the carrier,An Lanhou God’s Festival Folklore culture is the practice of translating folklore culture as resource.Create high-quality cultural tourism experience for consumers,promote the inheritance and development of regional folk culture,and build a visual design road for folk tourism brands with Chinese characteristics under the background of the new era.