INVESTIGATING THE COMMUNICATION EFFECTIVENESS OF BRAND DESIGN BASED ON ELEMENTS OF CLAY SCULPTURES OF CHINESE INTANGIBLE CULTURAL HERITAGE

Clay sculpture is an important part of China’s intangible cultural heritage, with a long history and diverse forms, containing rich regional culture and traditional aesthetic value. However, the rapid development of modern industrialization and urbanization has led to the lack of innovation and declining market demand for traditional crafts such as clay sculpture. Combining the art of clay sculpture with modern brand communication is not only a new way to protect culture, but also an important way to disseminate traditional cultural values. With the modernization of the consumer market and the growing trust in culture, brand communication has gone beyond business and has become a means of conveying cultural values and shaping national identity. By integrating clay sculpture elements into brand design, it can not only enhance its individuality and attractiveness, but also give it a deep cultural connotation, and realize the innovative inheritance and dissemination of non-traditional culture.