The Construction And Promotion Of The Buke Clay Sculpture Brand In Inner Mongolia's Intangible Cultural Heritage

The clay sculpture of Buke is a folk art produced by the folk culture of the Mongolia and the Jin Dynasties.It has been developed for more than 300 years since the first year of the Qianlong period,but it is almost lost because of historical reasons.Up to the last few years,the seventh generations of the clay sculpture of Buke figurines have made the efforts of Master Wu Wensheng and the help of the outside people,making more people understand this folk art.Due to the government's attention,the clay sculpture of Buke was listed in the list of intangible cultural heritage protection in the Inner Mongolia Autonomous Region in 2009.This graduation project is based on the protection of the intangible cultural heritage of Inner Mongolia(hereinafter referred to as "non remains"),and the brand construction is carried out to make it new life vitality.Starting from the present situation of the clay sculpture of Buke,this paper puts forward the role of brand building in the protection,inheritance and development of intangible cultural heritage.Through the analysis of the development prospect of domestic non remains and the way of visual communication under the promotion of brand,the cultural connotation,aesthetic value and commodity attribute are further excavated at the same time as the accurate cultural orientation of the clay sculpture of Buke.Through carding and refining the typical elements of the clay sculpture of Buke,molding the brand image,repacking the original products and designing the derivatives,the new development model is expanded and the live inheritance is fully implemented to realize the unity of the non legacy brand inheritance,the modern aesthetic and the product function.Taking the intervention of new technology(AR Technology)and new media,through themulti angle and multi-dimensional propaganda,put forward feasible promotion strategy for the clay sculpture of Buke.This is not only conducive to the protection,inheritance and development of the remains,but also to promote the brand reputation,influence and economic and social benefits of the clay sculpture.