本文選題：熊貓和小鼴鼠 + 動(dòng)漫衍生品��； 參考：《湖南工業(yè)大學(xué)》2017年碩士論文

【摘要】：動(dòng)漫衍生品從廣義概念來(lái)說(shuō)是指利用動(dòng)畫(huà)、漫畫(huà)中的原創(chuàng)形象,經(jīng)過(guò)專業(yè)設(shè)計(jì)師的精心設(shè)計(jì),所開(kāi)發(fā)制造出的一系列可供售賣(mài)的服務(wù)或產(chǎn)品。1近年來(lái),我國(guó)大力提倡發(fā)展動(dòng)漫產(chǎn)業(yè),產(chǎn)業(yè)規(guī)模得到快速提升,但相對(duì)于動(dòng)漫產(chǎn)業(yè)成熟的國(guó)家,我國(guó)動(dòng)漫衍生品及其包裝都存在許多方面的缺失。其中,塑造有民族特色的經(jīng)典國(guó)產(chǎn)動(dòng)畫(huà)品牌形象,對(duì)動(dòng)漫衍生品開(kāi)發(fā)與包裝設(shè)計(jì)具有非常重要的意義,這也正是當(dāng)下阻礙我國(guó)動(dòng)漫衍生品相關(guān)產(chǎn)業(yè)發(fā)展的關(guān)鍵因素。本課題通過(guò)對(duì)動(dòng)漫衍生品的市場(chǎng)調(diào)研,分析了其整個(gè)產(chǎn)業(yè)鏈發(fā)展的現(xiàn)狀和存在的問(wèn)題,并且比較國(guó)內(nèi)外動(dòng)漫衍生品開(kāi)發(fā)與包裝設(shè)計(jì)的現(xiàn)狀和水平,探討了衍生產(chǎn)品包裝設(shè)計(jì)的創(chuàng)作思路。衍生品是人們?cè)跓赡煌鈱?duì)動(dòng)畫(huà)最直觀的接觸,而衍生品包裝能夠更加深入廣泛地把動(dòng)漫或動(dòng)畫(huà)的文化價(jià)值、審美價(jià)值提高一個(gè)臺(tái)階。筆者重點(diǎn)研究了《熊貓與小鼴鼠》這部動(dòng)畫(huà)其衍生品包裝設(shè)計(jì)的整合與創(chuàng)新,結(jié)合衍生品產(chǎn)品特性以及不同年齡階段消費(fèi)者的消費(fèi)方式、消費(fèi)心理、消費(fèi)途徑,在包裝形態(tài)、包裝圖案、包裝色彩等方面都進(jìn)行了創(chuàng)新設(shè)計(jì)。在此基礎(chǔ)上,通過(guò)對(duì)動(dòng)畫(huà)片中熊貓“和和”這一IP形象的設(shè)計(jì)運(yùn)用,將民族情感和民族文化融入品牌形象中,增強(qiáng)國(guó)產(chǎn)動(dòng)畫(huà)片的文化感染力,對(duì)我國(guó)正在崛起的本土動(dòng)漫衍生品行業(yè)進(jìn)行探索,開(kāi)拓新道路。
[Abstract]:Animation derivatives, in a broad sense, refer to a series of services or products that have been developed and manufactured in recent years using animation, original images in comics, and carefully designed by professional designers. China strongly advocates the development of animation industry, the industrial scale has been rapidly promoted, but compared with the mature countries of animation industry, there are many deficiencies in animation derivatives and packaging in our country. Among them, the creation of national characteristics of the classic domestic animation brand image, animation derivatives development and packaging design has a very important significance, which is the current obstacles to the development of animation derivatives related industries in China. Based on the market research of animation derivatives, this paper analyzes the status quo and existing problems of the development of the whole industry chain, and compares the current situation and level of the development and packaging design of animation derivatives at home and abroad. This paper discusses the creative thinking of packaging design of derivative products. Derivatives is the most intuitive contact between animation and animation outside the screen, and the derivative packaging can further enhance the cultural value and aesthetic value of animation or animation. The author focuses on the integration and innovation of derivatives packaging design in Panda and Little Mole, combining with the characteristics of derivatives products and consumer consumption patterns, consumption psychology, consumption ways, and packaging patterns of different age groups. Packaging patterns, packaging color and other aspects of innovative design. On this basis, through the design and application of the IP image of Panda "he" in the cartoon, the national emotion and national culture are integrated into the brand image, and the cultural appeal of the domestic cartoon is enhanced. China is emerging local animation derivatives industry to explore, open up a new road.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：TB482

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