基于巴蜀与三星堆双文化背景下双IP交互广告设计
Double IP Interactive Advertising Design Based on the Dual Cultural Background of Bashu and Sanxingdui

随着近年来中国综合国力的增强，我国对于传统文化的传承和保护已经被提升到国家战略资源统筹发展的高度，“中华优秀传统文化创造性转化、创新性发展”更被视为中华民族伟大复兴战略中的一个重要文化方针。但是随着科技的发展，很多属于中国人骨子里的传统文化正在逐渐淡出当代人的视野，人们也越来越习惯利用手机来进行对信息零碎化的处理与接收。大部分人只知道巴蜀或三星堆这个名称，不知道巴蜀和三星堆背后的文化。所以本文将从巴蜀与三星堆双文化背景下双IP的交互广告设计角度出发，对相关文化传承和基础交互设计思路进行阐述，以一种全新的视野展现在人们的眼前，便于人们接受。
With the enhancement of China’s comprehensive national strength in recent years, China’s inheritance and protection of traditional culture has been promoted to the height of the overall development of national strategic resources. “Creative transformation and innovative development of Chinese excellent traditional culture” is regarded as an important cultural policy in the great rejuvenation strategy of the Chinese nation. However, with the development of science and technology, many traditional cultures belonging to the essence of Chinese people are gradually fading out of the vision of contemporary people, and people are more and more accustomed to using mobile phones to process and receive fragmented information. Most people only know the name of Bashu or Sanxingdui, not the culture behind them. Therefore, based on the dual IP interactive advertising design under the dual cultural background of Bashu and Sanxingdui, this paper will elaborate on the related cultural heritage and basic interactive design ideas, and show them in front of people with a new vision for easy acceptance.