内容摘要本论文以《山海经》神怪形象创意设计与文化传播为主要研究对象，通过查询相关文献，并借鉴相关设计资料，最后融合社会现象进行创作表现，以期望达到推广传统文化、增加社会和谐，并将传统文化与当今社会中存在的社会热点问题相结合，从而达到借古喻今，引起社会共鸣的目的。32338
以一系列的视觉设计与传播为实践路线，以推广《山海经》传统文化为主要目标，借《山海经》中神怪形象为原型并结合社会各类现象，进行创作设计，旨在将传统文化延续传承，以期对当代社会现象的观察反思引起社会共鸣。敦促人们重视传统文化，抨击社会不道德现象，并采用现代年轻人能最快、最乐于接受信息的网络媒介，用流行的传播方式推广古老的文化，增强年轻人对传统文化对兴趣，为传统文化的传播作出一翻努力，让社会更加和谐发展。
本课题主要研究内容分为以下几点：1、项目简介与毕业设计创作过程分析说明；2、《山海经》神怪形象设计传播定位及形象设计；3、项目传播活动策略及创意设计。
毕业论文关键词：山海经；神怪形象；创意设计
Abstract This paper to the Shanhaijing genie image creative design and cultural transmission as the research object, by querying the relevant literature, the related design data, the social phenomenon in the creation, in the hope to promote the traditional culture, increase social harmony, and the traditional culture and social hot problems existing in the current society, so as to achieve which using anecdotes of the past to allude to the present, resonate in social purpose.
In a series of visual design and communication as the practice line, to promote the Shanhaijing traditional culture as the main target, fantastic image for the prototype in Shanhaijing and combining social phenomenon, carries on the creative design, aimed at will continue inheriting traditional culture, in order to observe the reflection on the contemporary social phenomenon cause social resonance. Criticism urging people attaches great importance to the traditional culture, social immoral phenomena, and USES the modern young people can accept the fastest information network media, with the spread of popular way to promote the ancient culture, traditional culture to enhance young people interested in, a double efforts for the spread of traditional culture, let the society more harmonious development.
This topic main research content is pided into the following: 1, the project profile and the graduation design process analysis; 2, the shanhaijing genie image design propagation positioning and image design; 3, project communication activity strategy and creative design.
Key words: Shanhaijing; Genie image；Creative design
目 录
摘要3
前言5
第一部分 项目简介与毕业设计创作分析说明
一、毕业设计选题缘由与过程说明6
二、社会现象说明6
三、毕业设计项目介绍7
（一）项目主题7
（二）项目目标7
（三）《山海经》简介•8
（四）《山海经》大范围主题形象分析•8
（五）项目现有文化的传承与发展9
（751）项目现有艺术表现方式10
四、项目主要研究内容及思路10
（一）项目创作缘由10
（二）项目主题形象思文过程11
（三）针对主题形象思考11
五、计划安排与执行过程简述15
751、项目总体评书与个人小结•15
第二部分 《山海经》形象设计及创意表现
一、《山海经》形象设计•20
二、《山海经》创意表现•23
（一）Logo阐释设计23
（二）平面广告•24
（三）动画设计•24
（四）微信游戏•24
第三部分 作品设计完稿
一、平面广告25 《山海经》神怪形象创意设计:http://www.751com.cn/yishu/lunwen_28859.html