重拾彝情有关彝族文化传承的公益传播策划

摘要：随着现代文明的演进，许多文明正在逐步消失。部分少数民族在优势文化的影响下逐步丧失了自己的民族性，分布于我国西南地区彝族尤为显著。目前而言，很多彝族人特别是年轻人不习惯穿民族服饰、不会讲彝语，这种现象已经成为常态，彝族文化的传承面临着危机。本案在对彝族现状以其文化遗产传播现状的调查研究的基础上，确定目标受众，选择合适的传播媒介，提出“重拾彝情”的核心战略，并且制定详细的执行策略、进行相应的创意设计，以求引起目标受众对彝族文化的重视和其他人对彝族文化的关注，最终采取正确的态度来对待和接受彝族文化。具体策略包括彝族的形象识别系统的创意设计、相关文化遗产的推广活动、相关文化体验活动，涉及彝族的节日民俗、服饰、语言文字以及文化创新等方面。

关键词：彝族；文化传承；公益广告；创意设计

Regain the Yi situation - On the Propaganda Planning of Yi Culture

Abstract：With the evolution of modern civilization, many civilizations are gradually disappearing. Part of the minority under the influence of the dominant culture gradually lost their national character, distributed in the southwest of China Yi is particularly significant. At present, many Yi people, especially young people are not used to wear national costumes, do not speak Yi language, this phenomenon has become the norm, the Yi culture is facing a crisis. On the basis of investigating the status of the Yi nationality with its cultural heritage, this case will determine the target audience, select the appropriate media, put forward the core strategy of "regain the Yi situation", and formulate the detailed implementation strategy and carry on the corresponding creativity Design, in order to attract the target audience to the Yi culture and other people's attention to the Yi culture, and ultimately take the correct attitude to treat and accept the Yi culture. The specific strategies include the creative design of the Yi people 's image recognition system, the promotion activities of the relevant cultural heritage, the related cultural experience activities, the festivals, clothing, language and cultural innovation of the Yi people.

Key Words: Yi People Cultural Heritage PSAs Creative Design

摘要 1

Abstract--Ⅱ

目录-Ⅲ

第一部分项目简介、工作计划及实施情况说明

一、选题创作背景 1

（一）选题缘由与过程说明 1

（二）项目基本情况说明 1

二、项目工作思路分析 2

（一）项目主题 2

（二）项目目标 2

（三）主要研究内容及思路 3

（四）项目的难点、重点，亟需解决的问题 3

第二部分 “重拾彝情”前期项目调查分析与战略

一、项目调查实施过程说明 5

（一）一手资料调查 5

（二）二手资料调查 5

二、综合分析 6

（一）彝族概况及文化特色 6

（二）彝族文化传承面临的危机重拾彝情有关彝族文化传承的公益传播策划:http://www.chuibin.com/guanli/lunwen_205194.html