CIS Theory In The Study Of Chinese New Year

After reform and opening up, especially in the twenty-first century, the Chinese traditional festival culture retained its influence among the people on the wane. Chinese traditional festival is in a awkward situation:on the one hand, the cold field experience and "feel powerless and frustrated." Import and face a variety of cultural collision, "foreign festival" take the express train of rapid spread of Western culture to China and play an increasingly broad and deep impact. And nowadays the Chinese people (especially young people) are keen too, "Christmas," "Valentine" and "foreign festival" than many of our traditional festivals to be far less, even in our country many young people had a contempt adverse local traditional festivals and cultural tendencies; the other hand, faced his country "eyeing his next wish to accept." Carries thousands of years, the festival of traditional treasures of cultural heritage, together with the formation of large intangible assets, are increasingly valued by Southeast Asian countries, want to go under the command capsule. Korean cybersquatting "Dragon Boat Festival" is one example. The protection of traditional cultural festivals, heritage, innovation and use have become a very sharp reality. In the May 25,2006 the State Information Office press conference, Minister of Culture Sun announced----Chinese traditional Spring Festival holiday, Qing Ming Festival, Dragon Boat Festival, Mid-Autumn Festival, etc. included in the national intangible cultural heritage protection list. June 2006 will be released in China "on the application of traditional views of national culture festival", so active in the whole country the protection of traditional cultural festivals, heritage, development and other activities. The introduction of these measures will protect the culture of traditional Chinese festivals, heritage and development put on the agenda. Cultural influence of Chinese traditional festivals to show the decline of helpless situation, we in the protection, inheritance, innovation and use of traditional festivals and cultural practices during the operation of modern science and the use of ineffective blame. Scholars in China have not yet made clear China's traditional festivals into the Corporate identity system (CIS). I believe that the same strategy can be applied to the CIS traditional festivals and cultural heritage and innovation work. After the traditional holiday by thousands of years are necessary to sort out the formation of values, for the traditional festival modeled image of unity and distinctive features, rich content, pregnant with meaning and symbols easily recognizable visual image of the carrier, its shape and cultural transmission in the value the significance of the carrier, its shape and cultural transmission in the value the significance of the standardization process of the output. This article "Visual Identity" introduced to the traditional festival of image building, and the value of communication in this area, that "the traditional festival of visual image recognition system" concept, and pointed out that inheritance and propagation of their traditional festivals, the development and use of holiday products significance. This paper summarizes the following traditional festivals into the five principles of visual image recognition, but also to the Spring Festival, for example, given the visual image of the traditional festivals into the specific identification method at the operational level.