Analyzing the Digital Inheritance of Nanyang Branding Painting from the Perspective of Cultural Anthropology

Abstract

Nanyang branding painting has a development history of more than 2,000 years since it was introduced at the end of the Western Han Dynasty, during which many legends about branding painting have been passed down. The characteristics of branding painting are the use of plant carbonation mechanism, the use of temperature-controlled techniques, hot branding as the main, set of colours as a supplement, not using other colours of the art expression methods. By sketching and baking on bamboo, wood, rice paper, silk and other materials, branding painting aptly combines the various expression techniques of traditional painting art and modern branding techniques, resulting in a unique artistic style. In the modern living environment, Nanyang branding painting can play the function of enriching the life of beauty painting, spreading Chinese culture and cultivating aesthetic sentiment, therefore, this paper will analyse the dissemination and development of Nanyang branding painting art on the digital platform from the perspective of cultural anthropology.