我国动画品牌传播中的问题与对策研究

发布时间：2018-05-12 17:57

本文选题：动画 + 动画品牌　；参考：《东北师范大学》2008年硕士论文

【摘要】： 我国动画产业近年来受到了政府和各界人士的重视,但就目前国内实际状况来看依然存在着发展中遇到的诸多问题。动画品牌的树立和传播是发展动画产业的源头问题。本文从传播学的视角出发,结合应用品牌学的理论点,以动画品牌形象为切入点,审视我国动画品牌传播的发展之路,以期推动我国动画产业的发展。在纵向回顾我国动画传播历史和横向比较国外动画发达国家传播模式的同时,以国外和国内动画品牌传播成熟、动画产业发展较完善的鲜明案例为借鉴,在第三章中提出我国动画品牌传播发展历程中存在的诸如动画品牌受众定位单一狭隘、动画人物形象呆板、制作粗糙、内容乏味说教、动画品牌传播体系不完善等问题,根据这些问题,结合我国动画市场的实际情况,在第五章中对应的提出了缓解、解决问题的具体对策,提出一些动画受众定位明晰化、加强动画形象刻画、提高动画制作水平、完善动画故事内容、树立动画品牌、找到传播要点、优化资源配置等方面的建议,探寻一条具有我国特色的动画品牌传播、发展之路,推动我国动画产业的良好、快速、全面的发展。
[Abstract]:The animation industry of our country has been paid attention by the government and people from all walks of life in recent years, but there are still many problems in the development of our country. The establishment and dissemination of animation brand is the source of the development of animation industry. In this paper, from the perspective of communication, combined with the theoretical point of application of brand theory, with the animation brand image as the breakthrough point, to examine the development of animation brand communication in China, in order to promote the development of animation industry in China. In the longitudinal review of the history of animation communication in China and the horizontal comparison of the communication models of developed countries in the foreign animation industry, we can draw lessons from the bright cases of mature animation brand communication and relatively perfect animation industry development in foreign and domestic animation industries. In the third chapter, the author puts forward some problems in the development of animation brand communication in China, such as the single narrow audience orientation of animation brand, the rigid image of animation characters, the rough production, the boring preaching of content, the imperfection of the system of animation brand communication, and so on. According to these problems, combined with the actual situation of the animation market in our country, in the fifth chapter, we put forward the corresponding countermeasures to alleviate and solve the problem, and put forward some animation audience positioning clarity, strengthen animation image portrayal, improve animation production level. Consummate the animation story content, establish the animation brand, find out the main points of communication, optimize the resources allocation and so on, explore a way to develop the animation brand with Chinese characteristics, promote the good and fast animation industry of our country. A comprehensive development
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F719.5;G124

【引证文献】