本文關(guān)鍵詞： 動漫形象 服裝品牌 設(shè)計應(yīng)用推廣　出處：《浙江理工大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：動漫形象基于人們的真實生活體驗,并接受社會集體意識約束,能夠進行人格化的表達,體現(xiàn)人們的意識與意志。同時,動漫形象又以其適度夸張的形象和夸張適度的內(nèi)涵為人們所接受。因此當(dāng)其被運用到具體的傳播過程中時不僅具備了傳遞信息的功能,還具備了真人無法具備的諸多優(yōu)點。 在信息傳播日趨海量化、符號化但又同時要求精確化與人文化的當(dāng)下,動漫形象以其近乎低廉的價格、平民化特點與近乎完美的形象和可塑性逐漸使人們意識到其在包含品牌推廣在內(nèi)的傳播領(lǐng)域中的巨大潛在價值。正因為如此,近十多年來動漫形象才被廣泛應(yīng)用于包括服裝行業(yè)在內(nèi)的各個領(lǐng)域。 由于我國特殊的發(fā)展歷程,使得我國動漫形象在服裝品牌推廣中的應(yīng)用發(fā)展也較為緩慢。在包含服裝品牌塑造、設(shè)計與服裝品牌營銷兩大環(huán)節(jié)中,動漫形象均經(jīng)歷了由單一的圖形和符號元素應(yīng)用到具體營銷手段的應(yīng)用的歷程；在具體的應(yīng)用范圍上也正逐漸經(jīng)歷著由童裝為主、成衣為輔到逐漸覆蓋較為各個年齡段；而在具體的應(yīng)用目的上則也經(jīng)歷了由提升短期銷售業(yè)績到改變此前品牌形象,并最終以動漫形象作為全新品牌形象維護力量的發(fā)展過程。 整體而言,我國在服裝品牌推廣中對動漫形象的應(yīng)用基本符合市場規(guī)律。其逐步經(jīng)歷了單純的卡通裝飾性推廣、自主研發(fā)形象的立體型推廣和嘗試故事化整體的綜合授權(quán)與多層次衍生復(fù)合型推廣應(yīng)用的三個主要階段,逐漸顯得成熟和豐富。同時,筆者認為,動漫形象在服裝品牌推廣中不僅需要以立體型的方式對動漫形象加以開發(fā)和應(yīng)用,以促使推廣活動豐富有層次；此外還需要對動漫形象進行篩選和甄別,選取或研制與服裝品牌氣質(zhì)相符、能夠?qū)Ψb品牌進行系統(tǒng)推廣與延伸的動漫形象進行推廣活動。 隨著我國服裝與動漫行業(yè)的日漸成熟,人們也日益注重信息的傳播質(zhì)量與品牌內(nèi)涵,人們對于服裝品牌的細節(jié)設(shè)計與信息傳播的要求都將日益增高,如何進行人文化的魅力型傳播將是所有服裝品牌推廣中都要考慮的問題,而動漫形象無疑將在其中發(fā)揮重要的作用。
[Abstract]:Animation image based on people's real life experience, and accept the social collective consciousness constraints, can be personalized expression, reflect people's consciousness and will. At the same time. Animation image with its moderately exaggerated image and exaggeration moderate connotation for people to accept, so when it is used in the specific process of communication, not only has the function of transmitting information. Also has many advantages which the real person cannot have. In the information dissemination increasingly sea quantization, symbolization but at the same time require precision and human culture at the moment, animation image with its near low price. Civilian characteristics and almost perfect image and plasticity gradually make people realize its great potential value in the field of communication including brand promotion. Animation image has been widely used in the past decade, including the clothing industry in various fields. Because of the special development course of our country, the application of animation image in clothing brand promotion is also relatively slow. In the two major links, including clothing brand shaping, design and clothing brand marketing. Animation image has experienced from a single graphic and symbolic elements to the application of specific marketing means of the process; In the specific scope of application is also gradually experienced by the children's clothing mainly, clothing to gradually cover the various age groups; But in the concrete application goal has also experienced the promotion short-term sales performance to change the previous brand image, and finally takes the animation image as the brand-new brand image maintenance strength the development process. As a whole, the application of animation image in clothing brand promotion in China basically accords with the market law. It has gradually experienced a simple cartoon decorative promotion. Independent R & D image of the three-dimensional promotion and try to story the overall comprehensive authorization and multi-level derivative complex extension of the three main stages, gradually appear mature and rich. At the same time, the author thinks. Animation image not only need to be developed and applied in the fashion brand promotion, but also need to be developed and applied in a three-dimensional way, in order to promote the promotion activities rich and hierarchical; In addition, we also need to screen and screen the animation image, select or develop it in line with the clothing brand temperament, can promote and extend the animation image of the clothing brand systematically. With the growing maturity of the clothing and animation industry in China, people pay more and more attention to the quality of information dissemination and brand connotation. How to spread the charm of human culture will be considered in the promotion of all clothing brands, and animation image will undoubtedly play an important role in it.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：J524;F426.86

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本文編號：1456995