本文選題：動(dòng)畫(huà)形象 + 受眾定位��； 參考：《東北師范大學(xué)》2010年碩士論文

【摘要】： 在經(jīng)濟(jì)全球化的新形勢(shì)下,國(guó)外動(dòng)畫(huà)對(duì)中國(guó)動(dòng)畫(huà)市場(chǎng)大肆進(jìn)攻與占領(lǐng),導(dǎo)致中國(guó)本土動(dòng)畫(huà)市場(chǎng)喪失。據(jù)調(diào)查,在中國(guó)青少年最喜愛(ài)的動(dòng)漫作品中,日本動(dòng)漫占60%,歐美動(dòng)漫占29%,而中國(guó)原創(chuàng)動(dòng)漫,包括港臺(tái)地區(qū),比例只有11%。而作為衡量一部動(dòng)畫(huà)片成功與否的關(guān)鍵因素——?jiǎng)赢?huà)形象,如米老鼠、唐老鴨等這些活潑可愛(ài)的動(dòng)畫(huà)形象已經(jīng)成為全球認(rèn)同的形象,與之相關(guān)的商品撲天蓋地,經(jīng)入不衰,中國(guó)更是欠缺了很多。我國(guó)動(dòng)畫(huà)明星嚴(yán)重缺失。 動(dòng)畫(huà)業(yè)的發(fā)展不僅依賴(lài)內(nèi)容,更依賴(lài)于形象。動(dòng)畫(huà)形象是動(dòng)畫(huà)片的靈魂。動(dòng)畫(huà)形象之于動(dòng)畫(huà)片,類(lèi)似“電影中的電影明星”,尤如“廣告中的明星代言人”,是不可或缺的關(guān)鍵角色。動(dòng)畫(huà)產(chǎn)業(yè)鏈的核心正是動(dòng)畫(huà)形象的“注意力”價(jià)值。一個(gè)成功的動(dòng)畫(huà)形象不僅使一部動(dòng)畫(huà)片歷久彌新、常看不厭,還會(huì)帶來(lái)長(zhǎng)期不斷的經(jīng)濟(jì)效益。特別是“藍(lán)貓”的成功,使國(guó)內(nèi)許多動(dòng)畫(huà)人開(kāi)始注意到,樹(shù)立具有品牌價(jià)值的動(dòng)畫(huà)形象,是動(dòng)畫(huà)業(yè)可持續(xù)發(fā)展的根本動(dòng)力。 然而,一項(xiàng)最新的統(tǒng)計(jì)顯示,中國(guó)青少年最喜愛(ài)的20個(gè)動(dòng)畫(huà)形象中,19個(gè)來(lái)自日本,中國(guó)本土的動(dòng)畫(huà)形象僅“孫猴”受待見(jiàn)。 本土動(dòng)畫(huà)明星的缺失嚴(yán)重影響了中國(guó)動(dòng)畫(huà)片的影響力及收益效果,使得我國(guó)動(dòng)畫(huà)片裹足不前。 本文在搜集了大量資料和進(jìn)行樣本甄選的基礎(chǔ)上,對(duì)我國(guó)動(dòng)畫(huà)形象的傳播狀況、傳播中存在的問(wèn)題及原因進(jìn)行了分析研究,在此基礎(chǔ)上提出了相關(guān)的對(duì)策。
[Abstract]:Under the new situation of economic globalization, foreign animation is attacking and occupying Chinese animation market, resulting in the loss of local animation market in China. According to the survey, among the favorite anime works of Chinese teenagers, Japanese animation accounts for 60%, Europe and the United States account for 29%, while Chinese original animation, including Hong Kong and Taiwan, has only 11%. And as a key factor in measuring the success of an animated film-animation images, such as Mickey Mouse, Donald Duck and so on-have become global identity images. China is missing a lot. Animation stars in China are seriously missing. The development of animation industry depends not only on content, but also on image. Animation image is the soul of animation. Animation image is an indispensable key role in animation, such as "movie star in film", such as "star spokesperson in advertisement". The core of animation industry chain is the attention value of animation image. A successful animation image not only makes an animated film old and new, but also brings long-term economic benefits. Especially the success of "Blue Cat" makes many animators in China begin to notice that it is the fundamental motive force for the sustainable development of animation industry to set up the animation image with brand value. However, a new statistic shows that 19 of the 20 favorite animated images among Chinese teenagers are from Japan, and only "Sun Monkey" is popular in China. The lack of local animation stars has seriously affected the influence and profit of Chinese animation, which makes the animation in China hold back. On the basis of collecting a large amount of data and selecting samples, this paper analyzes and studies the communication situation, problems and causes of Chinese animation image, and puts forward some relevant countermeasures.
【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】：2010
【分類(lèi)號(hào)】：J954

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 朱少輝;中美動(dòng)畫(huà)形象比較研究[D];湖南大學(xué);2012年

2 王萌;文化產(chǎn)業(yè)視域下的蒂姆·伯頓動(dòng)畫(huà)電影研究[D];河南大學(xué);2013年

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本文編號(hào)：1798940