【作者】 孔少琼；

【导师】 向海涛；

【作者基本信息】 四川美术学院 ， 艺术设计（专业学位）， 2022， 硕士

【摘要】 随着经济结构不断发展升级,推动我国文化创意产业迎来了新的发展局势,文化创新也成为了国家软实力竞争的重要部分。本文则探讨如何实现在审美消费视角下文化创意产品的实际运用,并以贺兰山岩画为例。而经济和社会文明的发展也逐渐扩大文创产业的活动范围,审美消费逐渐成为现代商业中主要的经济活动,消费目的侧重于满足人的精神需求,集中表现在青年消费者为了满足自身的审美欲望而购买商品。文创产品作为视觉与文化结合的新型商品,青年作为当代文创产品主要消费群体,在消费过程中对文创产品审美愿望与体验的需求不断提高,因此审美价值在文创产品中的实现和研究尤为重要。贺兰山岩画作为远古时期的艺术财富,具有独特的审美价值和文化内涵需要更多人保护和了解,通过审美消费视角下研究分析,并以文创产品作为载体,对贺兰山岩画文化内涵进行当代视觉再现,重拾贺兰山岩画鲜活艺术生命力,通过创意设计使远古文化更符合在现代社会审美趋向,从而提升当地经济发展。论文首先介绍了审美消费理论以及对审美消费与文创产品之间的相关体现进行分析,并探究审美消费在文创产品设计中的作用与价值,通过对审美消费视角下文创产品发展现状进行总结,为本文奠定理论基础;其次,在审美消费视角下探寻贺兰山岩画美学价值并对贺兰山岩画文创产品现状调研分析;继而提取在审美消费视角下贺兰山岩画文创产品所能呈现出的审美特征,并通过市场调研分析出当下消费者对其审美特征的偏好,为审美消费视角下贺兰山岩画文创产品的设计实践建立数据支撑并指导设计,实践应用均建立在审美消费视角下,以贺兰山岩画文化符号作为视觉设计的基础,延伸出一系列的产品应用。论文将古老艺术文化与现代经济理论相结合,探讨远古文化与当代设计的紧密结合,让更多人了解认识,并保护远古文明,刺激当地经济发展。本文研究重点是对审美消费进行理论梳理和归纳,分析贺兰山岩画中艺术创作的审美价值以及符合审美消费下的文创产品设计,以当代语境下的青年视觉审美呈现古老的艺术文化,使远古艺术在现代社会中彰显艺术魅力。更多还原

【Abstract】 With the continuous development and upgrading of the economic structure,my country’s cultural and creative industry has ushered in a new development situation,and cultural innovation has also become an important part of the country’s soft power competition.This article discusses how to realize the practical application of cultural and creative products from the perspective of aesthetic consumption,and takes the rock paintings of Helan Mountain as an example.The development of economic and social civilization has gradually expanded the scope of activities of the cultural and creative industries,and aesthetic consumption has gradually become the main economic activity in modern business.desire to buy goods.Cultural and creative products are a new type of commodity that combines vision and culture.As the main consumer groups of contemporary cultural and creative products,young people have an increasing demand for the aesthetic desire and experience of cultural and creative products in the process of consumption.Therefore,the realization of aesthetic value in cultural and creative products and Research is especially important.As an artistic wealth in ancient times,Helan Mountain rock paintings have unique aesthetic value and cultural connotations that need to be protected and understood by more people.Through research and analysis from the perspective of aesthetic consumption,and using cultural and creative products as the carrier,a contemporary visual representation of the cultural connotation of Helan Mountain rock paintings is carried out.,to regain the fresh artistic vitality of Helan Mountain’s rock paintings,and to make the ancient culture more in line with the aesthetic trend of modern society through creative design,thereby enhancing the local economic development.This paper first introduces the theory of aesthetic consumption and analyzes the correlation between aesthetic consumption and cultural and creative products,and explores the role and value of aesthetic consumption in the design of cultural and creative products,and summarizes the development status of cultural and creative products from the perspective of aesthetic consumption.,which lays the theoretical foundation for this article;secondly,from the perspective of aesthetic consumption,it explores the aesthetic value of Helan Mountain rock paintings and investigates and analyzes the current situation of Helan Mountain rock paintings cultural and creative products;then extracts the aesthetic characteristics of Helan Mountain rock paintings cultural and creative products from the perspective of aesthetic consumption,and analyzes them through market research.Based on the current consumers’ preference for their aesthetic characteristics,establish data support and guide the design for the design practice of Helan Mountain rock painting cultural and creative products from the perspective of aesthetic consumption.Based on this,a series of product applications are extended.This research topic combines ancient art culture with modern economic theory,explores the close integration of ancient culture and contemporary design,so that more people can understand,protect ancient civilization,and stimulate local economic development.The focus of this paper is to sort out and summarize the aesthetic consumption theory,analyze the aesthetic value of artistic creation in the Helan Mountain rock paintings and the design of cultural and creative products in line with aesthetic consumption,present the ancient art culture with the youth visual aesthetics in the contemporary context,and make the ancient Art manifests artistic charm in modern society.更多还原