The Visual Design And Promotion Of “Pingyao Gauze Cabinet Figurines”

“Pingyao gauze cabinet figurines” is also known as the “sha ge”,which is a kind of folk art produced exclusively in Pingyao,Shanxi.With mud kneading and paper-plastic,it expresses the scene of ZhongluBangzi performance popularly in the late of Qing Dynasty.It has agility in quietness and makes the whole scene alive with vitality.As one of the national intangible cultural heritages,it has a profound cultural deposits and connotation.However,the situation of its inheritance and development is not optimistic.Even the tourism of Pingyao has developed rapidly,there are a few people interested in “Pingyao gauze cabinet figurines”.This paper conducts its research with four parts,which combines field research with previous research.In the first part,the paper explains mainly the background and research purpose,summarizes the domestic and foreign scholars' research achievement on “Pingyao gauze cabinet figurines” and other intangible creative designs,and points out the main research contents and methods.In the second part,this article summarizes systematically the cultural connotation and aesthetic characteristics of “Pingyao gauze cabinet figurines” with combining the literature research and field research,analyzes the development of the “Pingyao gauze cabinet figurines” as comprehensive as possible by interviewing the inheritors and the relevant government staff.Problems are raised,such as the serious and old-fashioned “cultural relics”protection model,lack of innovation,the low public participation,less interests from the public,especially young people,and keeping away from modern life.In the third part,considering the era background of “Internet accelerated speed”,the paper proposes two pieces of strategies for the dissemination and promotion of intangible cultural heritage: visual rejuvenation and cultural image with intellectual property,and illustrates the positive influence on the spread and development of culture.Finally,combining theoretical analysis with design practice,this article has a try to extract symbolic elements through visual design principles and makes a visual image for theapplication and promotion of “Pingyao gauze cabinet figurines”,which in order to change public stereotypes about traditional culture,and promote the spread and popularize of“Pingyao gauze cabinet figurines”.