Brand Value of Cultural Prototype-Shan Hai Jing
Jun Yu | DIGITAL SCIENCE AND FASHION ART 2018(1):29-36 VOL.1 29 DIGITAL SCIENCE AND FASHION ART Brand Value of Cultural Prototype-Shan Hai Jing Jun Yu Publishing, Printing and Art Design Institute of University of Shanghai for Science and Technology Abstract The oldest mythical book in China, Shan Hai Jing, reflects the ancient people’s exploration of the outside world and becomes the source of the birth and development of Chinese civilization. As a cultural prototype, it contains all the forms and themes of the development of post-modern literature and art, thus opening up various cultural activities and psychological cognition. Studying the Shan Hai Jing, this paper intends to find a deep cultural matrix under the confusing and lacking creativity of today, and use advanced technology and visual expression to activate the ground-breaking interpretation of ancient culture, so that modern people can rediscover the profound cultural value of the tradition that feeds the Chinese nation. Keywords Shan hai jing; Cultural prototype; Myth; Brand value Known as the “origin of history and earth, source of primitive and original Chinese culture, original life the myths”, Shan Hai Jing is an ancient book of pre- form and cultural form. The book is divided into Qin and is the oldest geography book and mysterious eighteen volumes, including a total of 31,000 words. book rich in myths and legends. It reflects the most 5 volumes are Shan Jing, 8 volumes are Hai Jing, and 5 volumes are Da Huang Jing. It preserves a wealth of information on Chinese ancient history, mythology, religion, astronomy, geography, folklore, ethnicity, ARTICLE INFO property, medicine, etc.
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