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On the one hand, the purpose of this paper is to study how to make full use of the cultural resources with Shaanxi characteristics, give full play to the advantages of local characteristics, achieve the effect of establishing the brand of animation in Shaanxi, and further improve their own recognition. Make Shaanxi animation industry enter the virtuous circle of sustainable development. On the other hand, it explores how to promote the inheritance and development of Shaanxi local characteristic traditional culture through effective and reasonable utilization and development. By analyzing the classification and characteristics of Shaanxi characteristic culture resources, this paper sums up the innovative points and schemes which can be used in the development and establishment of animation brand,and explores the development direction of Shaanxi animation brand and the inheritance of characteristic traditional culture. It has been a consensus of local cultural departments and animation enterprises to use local cultural resources to import powerful new blood for animation industry and promote the establishment and development of animation brand. However, Shaanxi is still at the embryonic stage of budding exploration in the establishment and identification of animation brands. Therefore, the author attempts to build a win-win development plan for both through the investigation of existing animation projects and sorting out the local cultural resources with local characteristics in Shaanxi 1. An analysis of the current situation of Shaanxi animation brands in the use of local traditional cultural resources It is in line with the National ``13th five-year Plan" to develop the original animation project with local characteristic cultural resources, and it is also in line with the core spirit of the 19thNationallCongresss to make the local animation industry on the road of sustainable development .However, Shaanxi's efforts in this regard are obviously not enough. There is a clear gap in quality as well as quantity. Originality and high quality are also urgent problems to be solved, and ways and means need to be urgently adjusted For the development of the local characteristics of the animation industry to make changes \ Only works with characteristics can go out, such as in the subject matter, modeling characteristics, historical and cultural heritage should be considered. Currently, Shaanxi animation works such as Xi'an Changfeng Film and Animation Company's original animation series "Qin 2019 International Conference on Arts, Management, Education and Innovation (ICAMEI 2019) Published by CSP © 2019 the Authors 1000 Qinbao" , "Shaanxi Quyi" , "Red Yan 'an" , "Yulin Winter Festival" , the animation image "the five treasures of Qin Mountains" produced by Shaanxi Jiahe Film and TV Animation Company is a relatively mature work, which is worth learning and learning. "Qin Qinqinbaobei", created by Changfeng Animation Company, is especially worth mentioning. The main character is modeled on the image of the terracotta warriors in the Terracotta Army. The theme of the short film series focuses on the diverse experiences of Qin Qinbei to illustrate his views on contemporary issues of global concern, such as urban development, environmental protection, war and Peace It expresses the concern of protecting the environment, loving peace, harmonious society and other modern values, and its use of humorous performance, fashionable and classic pictures, high-quality and high-level production technology has touched the hearts of the audience. Qin Qinbeibei has also launched a series of documentaries, "Qin Qinbeibei travels in China" , which uses the technology of combining three-dimensional animation with live shooting to give a very comprehensive introduction to local customs, special snacks, history and culture It has also developed brand franchises in Terracotta Army and a range of spin off products for the tourism industry. However, due to insufficient publicity, in the follow-up works failed to follow-up, resulting in the establishment of the brand has not yet achieved the desired results, there is still room for further development and improvement. In addition, there are few animation works that use traditional local cultural elements in Shaanxi, and there is a lack of animation brand creation. The traditional culture of Shaanxi characteristics of the resources available, the failure to make reasonable use of it is a pity. 2. Sorting out the resources of Shaanxi traditional culture and the induction taking folk art resources as an example 2.1 sorting out the resources of Shaanxi Traditional Culture Shaanxi is one of the main birthplaces of Chinese culture, and its historical and cultural heritage is very deep, so it plays an important role in Chinese traditional cultural resources. There is no doubt that letting the local traditional characteristic cultural element infuse the animation work can cause it to have the formidable vitality. The author has carried on the preliminary classification combing to this, and the main categories are applied arts, legends, historical relics, history and culture, historical figures, Quyi, folk songs, dialects, folk arts, food and beverage, traditional forms of entertainment and so on. The cultural elements included in these categories, such as shadow play in the old tune, clay sculpture in Fengxiang County, terra cotta warriors, Qin embroidery, Qin Opera, Huangtu painting school, history and culture of the Qin, Han and Tang dynasties, historical sites, Shaanxi dialects, Shanbei paper-cut, Shanbei folk songs, special food, Folk Tales, Academy culture and other historical, cultural and artistic materials with local characteristics are very available and can be tapped. In this paper, the author further take folk art resources as an example to find out cultural resources which can be used in the creation of cartoon brand, and can be extended to other types of resources. 2.2 A summary of folk art resources as an example Shaanxi is one of the important birthplaces of Chinese civilization, so its historical and cultural heritage is extremely rich. In history, the capital of 13 dynasties was built in Shaanxi, leaving rich folk cultural heritage. There are many kinds of folk art resources in Shaanxi, which are divided into the following categories from the visual form:

Using Shaanxi cultural resources to promote the local animation brand identity