长沙市小动物保护协会卡通形象推广设计研究

发布时间：2018-03-31 15:01

本文选题：公益慈善　切入点：卡通形象　出处：《湖南大学》2013年硕士论文

【摘要】：本课题主要针对长沙市小动物保护协会形象推广进行研究与设计，目前公益传播逐渐成为公益公关体系的核心课题。近年来通过公益传播，成功树立公益识别的企业比比皆是。而同样，在新兴的中国动漫产业，也开始盛行公益传播和公益营销。卡通形象代言公益事业逐渐成为新的趋势。一般的明星代言公益，总让人觉得明星与大众之间有一定的距离，，难以产生共鸣。而卡通人物比真人更生动活泼，更有说服力，更能拉近与大众之间的距离。卡通动画片拥有广泛的青少年观众基础，经典的卡通人物形象在人们心中具有强烈的认同感，是青少年成长过程中不可或缺的伙伴。作为一种理想化生活的象征，卡通人物是人们心中最好的偶像。具备公益责任心的卡通人物，往往能与大众走得更近。而且，卡通人物比简单的徽标海报更容易促进与大众之间的互动，由卡通人物来代言或从事公益事业，是极具杀伤力的传播公益方式。本文是以长沙市小动物保护协会的卡通形象设计推广为项目进行实践的，从整个公益的理念传播角度出发，以理念为卡通形象的内涵定义基础，设计以独到的新颖角度结合公益与卡通形象的实践任务，论文中运用的研究方法是以理论来支持实践，以完成本项目的所有实践。这次论文主要引入的研究方法是有象征学理论，色彩心理学，动漫营销，情感营销的理论。最终确立了长沙市小动物保护协会的卡通形象抱抱猫，以猫为原型的卡通造型来推广公益组织事业，最终确立了整个项目的具体的设计流程和具体实施方案，并对卡通形象进行了实践制作。
[Abstract]:This topic mainly aims at the Changsha small animal protection association image promotion carries on the research and the design, the public welfare communication gradually becomes the core topic of the public relations system at present. Enterprises that have successfully established public interest identification are everywhere. Similarly, in the emerging Chinese animation industry, public interest communication and marketing are also beginning to prevail. Cartoon image endorsements for public welfare have gradually become a new trend. Common stars speak for public good. It is always felt that there is a certain distance between the stars and the public, which is difficult to resonate with. But cartoon characters are more lively, persuasive and able to draw closer to the masses than real people. Cartoon cartoons have a broad base of young viewers. Classic cartoon characters have a strong sense of identity in people's minds, and are indispensable partners in the process of youth growth. As a symbol of an idealized life, Cartoon characters are the best idols in people's minds. Cartoon characters with a sense of public responsibility tend to get closer to the public. Moreover, cartoon characters are more likely to promote interaction with the public than simple logo posters. Cartoon characters to endorse or engage in public welfare, is a very lethal way of spreading public welfare. This paper is based on the cartoon image design of Changsha small Animal Protection Association for the project, from the point of view of the spread of the concept of the whole public interest, the concept of cartoon image as the connotation of the definition basis, The research method used in this paper is to support the practice with theory. In order to complete all the practice of this project. The main research methods introduced in this paper are symbolism theory, color psychology, animation marketing, emotion marketing theory. Finally, the cartoon image of Changsha small Animal Protection Association was established. The cartoon modeling based on cat is used to popularize the cause of commonweal organization. Finally, the concrete design flow and implementation plan of the whole project are established, and the cartoon image is made in practice.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524

【共引文献】