动画广告的现状和发展策略研究

发布时间：2018-07-06 09:56

本文选题：动画广告 + 现状　；参考：《大连理工大学》2010年硕士论文

【摘要】： 当今,社会的发展使广告成为产品宣传的必需手段,广告表现手段的多样化使得广告的表现遇到了创意匮乏的瓶颈。而动画的简洁、明快、趣味、.幽默等的特点又使动画受到社会各个阶层的喜爱,动画在当今社会形态的发展中表现出空前的活力。动画艺术与广告宣传的结合由来已久。随着科技的发展和人们审美观念的变化,如今的动画艺术与广告结合时又具有了新的特点、形式和规律。国内外目前对动画和广告两者之间各自研究的文献比较丰富,而两者结合的理论研究却相对空白,因而以此为切入点的研究是很有必要的。本文围绕着动画艺术在广告传播中如何发挥功能和效用这个主题进行了理论和实践的研究。在研究方法上,采用的主要是比较分析法和案例分析法。参照了广告学、动画艺术和传播学的相关理论,查阅了大量的文献和专著,并借助期刊、电视和网络等媒体查阅了大量的优秀动画广告,在此基础上总结出了动画广告的内涵和基本的特点。与传统广告相甄别,提出了动画广告在广告传播中的规律和功用。在对大量的动画广告案例总结分析的基础上,结合相关的理论依据,归纳除了当动画广告发展中的优势,并藉此提出了动画广告发展中出现的问题和不足。对动画广告发展的不足提出了一些应对的策略,希望能够对业界动画广告实战的发展提供以借鉴。
[Abstract]:Nowadays, with the development of society, advertising becomes the necessary means of product propaganda, and the diversification of advertising means makes advertising meet the bottleneck of lack of creativity. The animation is concise, lively and interesting. The features of humor and so on make animation enjoyed by all social strata. Animation shows unprecedented vitality in the development of social form. The combination of animation art and advertising has a long history. With the development of science and technology and the change of people's aesthetic concept, the animation art and advertisement have new characteristics, forms and laws. At home and abroad, the literature on animation and advertising is relatively rich, but the theoretical research on the combination of animation and advertising is relatively blank, so it is necessary to take this as the starting point of the research. This paper focuses on the theory and practice of animation art in advertising communication. In the research method, mainly uses the comparative analysis method and the case analysis method. Referring to the relevant theories of advertising, animation art and communication, we have consulted a large number of literature and monographs, and consulted a large number of excellent animation advertisements with the help of periodicals, television and the Internet. On this basis, it summarizes the connotation and basic characteristics of animation advertising. Distinguish with the traditional advertisement, put forward the law and function of the animation advertisement in the advertisement dissemination. On the basis of summarizing and analyzing a large number of animation advertising cases, combined with the relevant theoretical basis, this paper summarizes the advantages in the development of animation advertising, and puts forward the problems and shortcomings in the development of animation advertising. This paper puts forward some strategies for the development of animation advertising, hoping to provide reference for the development of animation advertising.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J954;F713.82

【引证文献】