我国动画形象的传播状况研究

发布时间：2018-04-25 00:23

本文选题：动画形象 + 受众定位　；参考：《东北师范大学》2010年硕士论文

【摘要】： 在经济全球化的新形势下,国外动画对中国动画市场大肆进攻与占领,导致中国本土动画市场丧失。据调查,在中国青少年最喜爱的动漫作品中,日本动漫占60%,欧美动漫占29%,而中国原创动漫,包括港台地区,比例只有11%。而作为衡量一部动画片成功与否的关键因素——动画形象,如米老鼠、唐老鸭等这些活泼可爱的动画形象已经成为全球认同的形象,与之相关的商品扑天盖地,经入不衰,中国更是欠缺了很多。我国动画明星严重缺失。动画业的发展不仅依赖内容,更依赖于形象。动画形象是动画片的灵魂。动画形象之于动画片,类似“电影中的电影明星”,尤如“广告中的明星代言人”,是不可或缺的关键角色。动画产业链的核心正是动画形象的“注意力”价值。一个成功的动画形象不仅使一部动画片历久弥新、常看不厌,还会带来长期不断的经济效益。特别是“蓝猫”的成功,使国内许多动画人开始注意到,树立具有品牌价值的动画形象,是动画业可持续发展的根本动力。然而,一项最新的统计显示,中国青少年最喜爱的20个动画形象中,19个来自日本,中国本土的动画形象仅“孙猴”受待见。本土动画明星的缺失严重影响了中国动画片的影响力及收益效果,使得我国动画片裹足不前。本文在搜集了大量资料和进行样本甄选的基础上,对我国动画形象的传播状况、传播中存在的问题及原因进行了分析研究,在此基础上提出了相关的对策。
[Abstract]:Under the new situation of economic globalization, foreign animation is attacking and occupying Chinese animation market, resulting in the loss of local animation market in China. According to the survey, among the favorite anime works of Chinese teenagers, Japanese animation accounts for 60%, Europe and the United States account for 29%, while Chinese original animation, including Hong Kong and Taiwan, has only 11%. And as a key factor in measuring the success of an animated film-animation images, such as Mickey Mouse, Donald Duck and so on-have become global identity images. China is missing a lot. Animation stars in China are seriously missing. The development of animation industry depends not only on content, but also on image. Animation image is the soul of animation. Animation image is an indispensable key role in animation, such as "movie star in film", such as "star spokesperson in advertisement". The core of animation industry chain is the attention value of animation image. A successful animation image not only makes an animated film old and new, but also brings long-term economic benefits. Especially the success of "Blue Cat" makes many animators in China begin to notice that it is the fundamental motive force for the sustainable development of animation industry to set up the animation image with brand value. However, a new statistic shows that 19 of the 20 favorite animated images among Chinese teenagers are from Japan, and only "Sun Monkey" is popular in China. The lack of local animation stars has seriously affected the influence and profit of Chinese animation, which makes the animation in China hold back. On the basis of collecting a large amount of data and selecting samples, this paper analyzes and studies the communication situation, problems and causes of Chinese animation image, and puts forward some relevant countermeasures.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J954

【引证文献】