对国内卡通形象商业插画产业链的研究

发布时间：2018-07-14 15:52

【摘要】： 在当今设计无处不在的蓬勃创作大背景下,商业插画,作为一门独立的设计方向被提了出来。纵观商业插画的发展史不难看出,它早已渗透我们的生活,只是在信息技术迅猛发展和人们文化生活日渐丰富的时下,以其极具表现力的创作方式、新兴的传播载体和所创造出的巨大社会效益越来越多地引起相关领域的关注。我们有必要去研究关于商业插画本身,更重要的还有它与人之间的关系,即作为创意产业的一部分在艺术创作与文化消费之间的协调与融合。创意产业无疑是当今社会不可或缺的一部分,人们在享受物质文化生活的同时更需要精神层面的关怀,随着时代的发展,有些甚至是纯娱乐的感官享受,我们需要这样的文化消费和刺激。商业插画在一定程度上满足了大众的需求,由于其涵盖的设计领域广泛,在市场中所涉及到的环节很多,尤其是在设计多元化的今天,许多学科间的分界已不明显,它们之间都是彼此渗透和交融的关系,所以不论是从其中的哪个方面对其进行分析都不能孤立的只谈一个方面而放弃它与其它专业间的联系和影响,更不能只谈创作本身而忽略社会效益,尤其是这种要依托像书籍、动漫影视、网络等某种介质才能得到更好发展的领域。本文以卡通形象商业插画为例,从产业的角度进行审视,以卡通形象商业插画产业链作为主线对其在产业链前期、中期及后期三个部分进行阐述,即卡通商业策划公司的运营现状和卡通形象的创作以及衍生产品开发三方面,通过产业中的案例比对分析进行研究,在研究中发掘可行的发展方向并提出相应建议。国外第三产业发达国家已相继在文化、艺术、技术等方面上努力开发商业插画在当今所带来的巨大商机和无限市场并成绩斐然,美国的卡通形象商业插画产业已非常成熟,日本韩国也随着动漫产业和游戏产业的发展反作用于卡通形象商业插画的发展。而国内的发展水平尚处于初级阶段,面临广阔市场被国外商家占领的严峻现状,及时的寻求一套适合国情的发展方向并找到切实可行的方案就成为每个国内从业人员所亟待解决的问题。使其更好的服务于市场,带来相应的商业价值的同时,更重要的还是要弘扬本土文化,将本国的优秀创作者、优秀作品推向国际,开创民族品牌,在产业中寻求一条适合国情的卡通形象商业插画发展之路。
[Abstract]:Under the background of the flourishing creation of design everywhere, commercial illustration has been put forward as an independent design direction. Throughout the history of business illustration, it is not difficult to see that it has long permeated our lives, but with the rapid development of information technology and the increasing enrichment of people's cultural life, it is a very expressive creative way. The emerging media and the enormous social benefits created have attracted more and more attention in related fields. It is necessary to study the commercial illustration itself and, more importantly, its relationship with people, that is, the harmony and integration between artistic creation and cultural consumption as part of the creative industry. Creative industry is undoubtedly an indispensable part of today's society. People need spiritual care while enjoying material and cultural life. With the development of the times, some even enjoy pure entertainment. We need such cultural consumption and stimulation. Commercial illustration meets the needs of the public to a certain extent. Because of its wide range of design fields, it involves a lot of links in the market, especially in the design diversification of today, the demarcation between many disciplines has not been obvious. They are all intermingled and intermingled, so no matter from which aspect they are analyzed, they cannot talk about one aspect alone and abandon their connection and influence with other professions, We can not only talk about creation itself and ignore social benefits, especially this kind of media such as books, animation, film and television, network and other media can get better development. This article takes the cartoon image commercial illustration as an example, carries on the examination from the industry angle, takes the cartoon image commercial illustration industry chain as the main line, carries on the elaboration in the early, middle and late stages of the industry chain. Namely cartoon business planning company's operation present situation and cartoon character creation and derivative product development three aspects, through the industry case comparison analysis carries on the research, excavates the feasible development direction in the research and puts forward the corresponding suggestion. Developed countries in foreign tertiary industry have made great efforts to develop commercial illustration in culture, art, technology and other aspects. The business illustration industry of cartoon image in the United States has been very mature. Japan and South Korea also with the development of animation industry and game industry reaction to the development of cartoon image commercial illustration. However, the level of domestic development is still in its infancy, and it faces the grim situation of the vast market being occupied by foreign businessmen. Seeking a set of development direction suitable for national conditions and finding practical solutions in time has become an urgent problem for every domestic employee. To make it better serve the market, bring the corresponding commercial value, at the same time, more important is to carry forward the local culture, to promote the outstanding national creators, excellent works to the international, to create a national brand. In the industry to find a suitable for the development of cartoon image commercial illustration road.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J218.5-F

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