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中国彝族服饰宣传短视频风格研究

A Study on the Style of Promotional Short Videos for Chinese Yi Ethnic Costumes

社会科学进展 / 2024,6(3)：565-571 / 2024-05-28 160 280

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• 作者： 卢瑞琳     
• 单位：

  西昌学院教师教育学院，西昌

• 关键词： 彝族服饰；网络宣传；新媒体传播；短视频；彝族服饰视频风格
• Yi Ethnic costumes; Online promotion; New media communication; Short video; Yi Ethnic costumes video style
• 摘要： 四川省凉山彝族自治州是中国最大的彝族聚居区，也是彝族文化的发源地。凉山彝族服饰是彝族文化中最耀眼的产物。近年来，在日常生活中，人们对彝族服饰的关注日益减少。在网络时代盛行的今天，利用精美的宣传视频吸引观众的注意显得尤为重要，本文将通过研究目前网络上已有的彝族服饰宣传视频类型，分析100个彝族视频宣传视频，找出其特点，然后进行点赞量、收藏量、评论量的对比研究，分析这些短视频的优、缺点，筛选出了30个优秀视频，并逐一分析这些视频的类型特点，最终得出适合彝族服饰宣传的视频类型包括：原生态展示类型、变装类型、颜值类型、教育普及类型和复古DV类型，这五种类型的视频可以为彝族服饰的宣传带来更高的关注度，让彝族服饰的文化更好地传承下去。
• Liangshan Yi Autonomous Prefecture in Sichuan Province is thelargest area inhabited by the Yi ethnic group in China and also the birthplaceof Yi culture. Liangshan Yi costumes are the most eye-catching product of Yiculture. In recent years, people’s attention to Yi costumes has been decliningin daily life. In today’s internet era, it is particularly important to attract theaudience’s attention through exquisite promotional videos. This paper willanalyze 100 Yi costume promotional videos currently available on the internetby studying their types and characteristics. Then, through a comparativestudy of likes, collections, and comments, we will analyze the advantages anddisadvantages of these short videos. After screening out 30 excellent videos,we will analyze their type characteristics one by one. Finally, we conclude thatthe suitable video types for Yi costume promotion include: original ecologicaldisplay, costume change, appearance appeal, educational popularization, andretro DV. These five types of videos can bring higher attention to Yi costumepromotion and better inherit the culture of Yi costumes.
• DOI： https://doi.org/10.35534/pss.0603045
• 引用： 卢瑞琳．中国彝族服饰宣传短视频风格研究［J］．社会科学进展，2024，6（3）：565-571．