张永年 刘杰

摘要：目的—梳理地域红色文化与食品包装之间的文化关联，将红色资源中的思政元素加以提炼，融入包装设计中，提升产品品牌知名度和附加价值，助力革命老区乡村振兴。方法—根据红色品牌文化树立四阶段、创意思政应用三环节、符号思政三要素的课程思政应用路径“4+3+3”模式，探究包装设计助力革命老区乡村振兴的实施路径。结论—包装设计课程思政路径模式的研究，助力乡村产业升级与创新发展，助推校企、校所、校地三方联动协同育人与设计帮扶，为美丽乡村的建设提供理论与实践参考。

关键词：包装设计；红色文化；课程思政；路径研究

中图分类号：TB482；G641 文献标识码：A 文章编号：1400 （2021） 12-0054-07

基金项目：湖南省普通高等学校课程思政建设研究项目（一流专业建设背景下视觉传达设计专业课程与思政教育的融合研究HNKCSZ-2020-0369）

Research on the Ideological and Political Path of Food Packaging Creativity

ZHANG Yong-nian， LIU Jie（Hunan University of Technology， Zhuzhou 412007， China）

Abstract： Objective To sort out the cultural association between regional Chinese revolutionary culture and food packaging， refining the ideological and political elements of “Red resources” and having them integrated with packaging design. Then improve the brand awareness and added value of products， helping the rural revitalization of old revolutionary base areas. Methods According to the “4+3+3” mode of curriculum ideological and political application， which includes four stages of “Red brand culture”， three links of creative ideological and political application and three elements of symbol ideological and political application， the implementation path of packaging design to help rural revitalization of old revolutionary base areas was explored. Conclusion The study on the implementation mode of “Packaging Design”course can not only help the upgrading of rural industries， but also promote the three-way linkage of education and design assistance among school-enterprise， school-institute and school-local， explore the development path of rural innovation， and provide theoretical and practical reference for the construction of beautiful countryside.

Key words： packaging design； Chinese revolutionary culture； curriculum ideology and politics； application path

20世纪80年代红色文化热潮以翻唱红歌的社会现象开始涌现至今，红色文化作为共产党创建和发展的一种新兴民族文化，随着中国特色社会主义的繁荣发展，学术界对于红色文化的研究才由浅入深地多角度展开。在5000多年文明发展中孕育的中华优秀传统文化，在党和人民伟大斗争中孕育的革命文化和社会主义先进文化，积淀着中华民族最深层的精神追求，代表着中华民族独特的精神标识。从本质意义上看，革命文化与红色文化是一致的，但红色文化的表述更具体、更形象，与共产党和中国的革命、建设、发展密切相关的新时代文化，是中国传统文化与马克思主义有机融合的先进文化[1]。……