国产动画广告发展策略研究

发布时间：2018-05-04 05:08

本文选题：动画 + 动画广告　；参考：《山东大学》2013年硕士论文

【摘要】：近年来,随着计算机三维技术水平的不断提高以及国家政策的大力扶持,动漫产业与广告产业的结合日益密切。以动画元素为表现手段的动画广告在视觉传达领域中的应用也越来越广泛。然而,动画广告作为新兴的广告形式,在当前的发展过程中依然存在着许多问题。例如相关的经验总结和理论研究不够系统深入,导致动画广告的制作缺乏理论性指导。由于缺乏对动画广告优势与劣势的清晰认知,加之国产动画广告创意相对贫乏,使得动画广告传播优势未能充分发挥,国内动画广告市场空间过于狭小。鉴于此,本文拟将国产动画广告作为主要研究对象,通过运用综合比较、案例分析等方法,对其相关的实践经验和理论概念做出梳理与归纳。在研究过程中,笔者借鉴既有的优秀科研成果,参照广告学、符号学、心理学和传播学等相关理论与研究,并结合动画广告典型案例,对动画广告的产生、发展、演变做出了一定的阐释。笔者针对当前动画广告传播所面临的系列问题提出相应的解决思路,并对其未来的发展前景做出前瞻性的思考。为了促进国内动画广告的发展,充分发挥动画广告蕴藏的巨大市场潜力,笔者认为；一方面,应该加强动画广告在传播策略方面的探索与实践,加强受众对动画广告的理解与认知。另一方面,国内动画广告要依靠动漫产发展为其提供强有力的依托,因此需加强国家对动漫产业的大力扶持。与此同时,动画广告的发展同样要依靠国家政策的大力扶持。此外,为促进国内动画广告的发展,笔者还从动画广告公司及广告受众等角度做出相应的策略性分析与研究。
[Abstract]:In recent years, with the continuous improvement of computer three-dimensional technology and the support of national policies, the combination of animation industry and advertising industry is becoming closer and closer. Animation advertising based on animation elements is more and more widely used in the field of visual communication. However, animation advertising as a new form of advertising, in the current process of development there are still many problems. For example, the summary of relevant experience and theoretical research are not systematic and in-depth, which leads to the lack of theoretical guidance in the production of animation advertising. Due to the lack of a clear understanding of the advantages and disadvantages of animation advertising, coupled with the relatively poor creativity of domestic animation advertising, animation advertising communication advantages have not been brought into full play, and the domestic animation advertising market space is too narrow. In view of this, this paper intends to domestic animation advertising as the main research object, through the use of comprehensive comparison, case analysis and other methods, the relevant practical experience and theoretical concepts to make a comb and induction. In the research process, the author draws lessons from the existing outstanding scientific research achievements, referring to advertising, semiotics, psychology and communication and other related theories and research, and combining with the typical cases of animation advertising, the generation and development of animation advertising, The evolution has made a certain explanation. The author puts forward the corresponding solutions to the series of problems faced by the current animation advertising communication, and makes a forward-looking thinking about its future development prospects. In order to promote the development of domestic animation advertising and give full play to the huge market potential of animation advertising, the author believes that, on the one hand, we should strengthen the exploration and practice of animation advertising in communication strategy, Strengthen audience's understanding and cognition to animation advertisement. On the other hand, domestic animation advertising depends on the development of animation industry to provide strong support, so we need to strengthen the national support for animation industry. At the same time, the development of animation advertising also depends on the strong support of national policies. In addition, in order to promote the development of domestic animation advertising, the author also makes the corresponding strategic analysis and research from the angle of animation advertising company and advertising audience.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J954;J524.3

【参考文献】