本文選題：動(dòng)畫 + 動(dòng)畫品牌��； 參考：《東北師范大學(xué)》2008年碩士論文

【摘要】： 我國(guó)動(dòng)畫產(chǎn)業(yè)近年來(lái)受到了政府和各界人士的重視,但就目前國(guó)內(nèi)實(shí)際狀況來(lái)看依然存在著發(fā)展中遇到的諸多問(wèn)題。動(dòng)畫品牌的樹立和傳播是發(fā)展動(dòng)畫產(chǎn)業(yè)的源頭問(wèn)題。本文從傳播學(xué)的視角出發(fā),結(jié)合應(yīng)用品牌學(xué)的理論點(diǎn),以動(dòng)畫品牌形象為切入點(diǎn),審視我國(guó)動(dòng)畫品牌傳播的發(fā)展之路,以期推動(dòng)我國(guó)動(dòng)畫產(chǎn)業(yè)的發(fā)展。 在縱向回顧我國(guó)動(dòng)畫傳播歷史和橫向比較國(guó)外動(dòng)畫發(fā)達(dá)國(guó)家傳播模式的同時(shí),以國(guó)外和國(guó)內(nèi)動(dòng)畫品牌傳播成熟、動(dòng)畫產(chǎn)業(yè)發(fā)展較完善的鮮明案例為借鑒,在第三章中提出我國(guó)動(dòng)畫品牌傳播發(fā)展歷程中存在的諸如動(dòng)畫品牌受眾定位單一狹隘、動(dòng)畫人物形象呆板、制作粗糙、內(nèi)容乏味說(shuō)教、動(dòng)畫品牌傳播體系不完善等問(wèn)題,根據(jù)這些問(wèn)題,結(jié)合我國(guó)動(dòng)畫市場(chǎng)的實(shí)際情況,在第五章中對(duì)應(yīng)的提出了緩解、解決問(wèn)題的具體對(duì)策,提出一些動(dòng)畫受眾定位明晰化、加強(qiáng)動(dòng)畫形象刻畫、提高動(dòng)畫制作水平、完善動(dòng)畫故事內(nèi)容、樹立動(dòng)畫品牌、找到傳播要點(diǎn)、優(yōu)化資源配置等方面的建議,探尋一條具有我國(guó)特色的動(dòng)畫品牌傳播、發(fā)展之路,推動(dòng)我國(guó)動(dòng)畫產(chǎn)業(yè)的良好、快速、全面的發(fā)展。
[Abstract]:The animation industry of our country has been paid attention by the government and people from all walks of life in recent years, but there are still many problems in the development of our country. The establishment and dissemination of animation brand is the source of the development of animation industry. In this paper, from the perspective of communication, combined with the theoretical point of application of brand theory, with the animation brand image as the breakthrough point, to examine the development of animation brand communication in China, in order to promote the development of animation industry in China. In the longitudinal review of the history of animation communication in China and the horizontal comparison of the communication models of developed countries in the foreign animation industry, we can draw lessons from the bright cases of mature animation brand communication and relatively perfect animation industry development in foreign and domestic animation industries. In the third chapter, the author puts forward some problems in the development of animation brand communication in China, such as the single narrow audience orientation of animation brand, the rigid image of animation characters, the rough production, the boring preaching of content, the imperfection of the system of animation brand communication, and so on. According to these problems, combined with the actual situation of the animation market in our country, in the fifth chapter, we put forward the corresponding countermeasures to alleviate and solve the problem, and put forward some animation audience positioning clarity, strengthen animation image portrayal, improve animation production level. Consummate the animation story content, establish the animation brand, find out the main points of communication, optimize the resources allocation and so on, explore a way to develop the animation brand with Chinese characteristics, promote the good and fast animation industry of our country. A comprehensive development
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F719.5;G124

【引證文獻(xiàn)】

相關(guān)期刊論文 前4條

1 楊利民;;內(nèi)蒙古動(dòng)漫發(fā)展的“小”問(wèn)題[J];電影文學(xué);2011年18期

2 李勝林;;動(dòng)漫產(chǎn)業(yè)中的品牌包裝藝術(shù)[J];包裝工程;2013年06期

3 王素娟;;淺談日本動(dòng)漫文化對(duì)我國(guó)動(dòng)漫發(fā)展的啟示——從寫實(shí)的角度分析[J];湖北廣播電視大學(xué)學(xué)報(bào);2010年11期

4 王素娟;;從寫實(shí)的角度分析日本動(dòng)漫文化特征[J];文教資料;2010年29期

相關(guān)碩士學(xué)位論文 前3條

1 翟舒超;廣州動(dòng)漫品牌的品牌傳播策略研究[D];華南理工大學(xué);2010年

2 王志剛;近年來(lái)中國(guó)影視動(dòng)畫產(chǎn)業(yè)發(fā)展探析[D];云南大學(xué);2013年

3 董寧;美國(guó)日本體育動(dòng)漫傳播發(fā)展對(duì)我國(guó)的啟示[D];武漢體育學(xué)院;2013年

，

本文編號(hào)：1879578