In order to deeply explore the rich connotations contained in China’s excellent traditional culture, enhance the awareness of intangible cultural heritage among the younger generation, promote the spirit of craftsmanship and innovation, and enhance cultural confidence, Guizhou Radio and Television Station planned and produced the intangible cultural heritage online public welfare short film "Hello, Shou Artist" 》. The film focuses on the representative projects of the national intangible cultural heritage Anshun Di Opera, Miao silverware forging skills, Shui Nationality horsetail embroidery, Miao batik skills and the national inheritors behind them, using delicate lens language to artistically show the intangible cultural heritage. The skills and core connotation fully demonstrate the beauty of intangible cultural heritage and the charm of China.
In terms of content, the short film mainly selected four national intangible cultural heritage representative projects such as Anshun opera, Miao silverware forging skills, Shui horsetail embroidery, and Miao batik skills, as well as the national inheritors who silently adhere to them. In order to shoot the public service advertisement, the director team went to the origins and strong connections of Anshun opera, Miao silverware forging skills, Shui nationality horsetail embroidery, and Miao batik skills, a representative national intangible cultural heritage project, to trace the origins of four intangible cultural heritage items. Visit Yang Guangbin, the national representative inheritor of Miao silverware forging skills, Yang Fang, the national representative inheritor of Miao batik skills, Wei Taohua, the national representative inheritor of Shui Nationality horsetail embroidery, and Zhou Ming, the provincial representative inheritor of Anshun wood carving, and learn from different Experience the charm of intangible cultural heritage from a perspective and gain an in-depth understanding of the cultural connotation behind each intangible cultural heritage.
In terms of shooting techniques, the short film adopts film and television shooting, using delicate lens language and infectious narrative methods to present intangible cultural heritage skills, artistically showing the key links and exquisite works of national intangible cultural heritage skills, using super macro photography, etc. In this way, the details of exquisite intangible cultural heritage works are vividly presented, and the rich history and exquisite skills of intangible cultural heritage are integrated into them in a clever way, showing people's love and persistence in the inheritance of intangible cultural heritage skills, arousing cultural empathy from the audience, and showing The value of the times of excellent traditional culture and the ingenuity of its inheritors demonstrate the heritage of Chinese culture and the aesthetic pursuit of the times, and fully demonstrate the beauty of intangible cultural heritage and the charm of China.
Intangible cultural heritage is an important carrier to showcase Chinese civilization and tell Chinese stories. "Hello, Shou Artist" allows the publicity and promotion of intangible cultural heritage and traditional culture not only to let the audience know and see it, but also to use a fashionable, young and attractive perspective to show the connotation and value of intangible cultural heritage. Look for fashionable shooting techniques that the current audience likes, focus on the exquisite skills of intangible cultural heritage, and artistically display the key links and core connotations of national-level intangible cultural heritage skills. This exquisite audio-visual product not only creates communication value for traditional skills, but also achieves "value communication" through "communication value", giving the most vivid footnote to the confidence of the beautiful culture that has accumulated over five thousand years of Chinese civilization. In order to present exquisite audio-visual products and conduct professional observation and artistic creation of intangible cultural heritage, the creative team chose to use beautiful, precise and exquisite shooting angles and film and television shooting methods, super macro photography and other methods to present the intangible cultural heritage elements to the extreme. Showcase the national intangible cultural heritage representative project to inherit people's ingenuity and skills. Every swing of the hammer, every embroidery, every wax painting, use the camera to capture the charm of those moments to restore the essence of the intangible cultural heritage skills. Behind these splendid cultural treasures, it is inseparable from the perseverance and dedication of generations of intangible cultural heritage inheritors. This online public welfare short film not only pays tribute to the intangible cultural heritage inheritors, but also shows how the guardian artists use their hands and wisdom to protect the Chinese nation. It also hopes to arouse more people's attention and attention to intangible cultural heritage and stimulate more young people's interest and love for intangible cultural heritage, thereby adding new power to intangible cultural heritage and allowing intangible cultural heritage to play a more important role in modern society. Take on a new look.
After the release of "Hello, Shou Artist", it triggered extensive discussions from all walks of life on the intangible cultural heritage of ethnic minorities and Chinese traditional culture. Netizens commented: "The advertising creativity is novel, the pictures are beautiful, the intangible cultural heritage is like a song, and the craftsmanship of exquisite production is inherited!" "It is not only the Miao silver jewelry that has been tempered for thousands of years, but also the spirit of the Guizhou people and the spirit of the Chinese people." "Cultural communication plus modern Popularity is really powerful!” “The colorful culture of Chinese civilization is really a huge treasure house where you can find countless inspirations.”
