Author:Jun Yu Author Unit: 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
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