【摘要】： 在當(dāng)今設(shè)計無處不在的蓬勃創(chuàng)作大背景下,商業(yè)插畫,作為一門獨立的設(shè)計方向被提了出來。縱觀商業(yè)插畫的發(fā)展史不難看出,它早已滲透我們的生活,只是在信息技術(shù)迅猛發(fā)展和人們文化生活日漸豐富的時下,以其極具表現(xiàn)力的創(chuàng)作方式、新興的傳播載體和所創(chuàng)造出的巨大社會效益越來越多地引起相關(guān)領(lǐng)域的關(guān)注。我們有必要去研究關(guān)于商業(yè)插畫本身,更重要的還有它與人之間的關(guān)系,即作為創(chuàng)意產(chǎn)業(yè)的一部分在藝術(shù)創(chuàng)作與文化消費之間的協(xié)調(diào)與融合。 創(chuàng)意產(chǎn)業(yè)無疑是當(dāng)今社會不可或缺的一部分,人們在享受物質(zhì)文化生活的同時更需要精神層面的關(guān)懷,隨著時代的發(fā)展,有些甚至是純娛樂的感官享受,我們需要這樣的文化消費和刺激。商業(yè)插畫在一定程度上滿足了大眾的需求,由于其涵蓋的設(shè)計領(lǐng)域廣泛,在市場中所涉及到的環(huán)節(jié)很多,尤其是在設(shè)計多元化的今天,許多學(xué)科間的分界已不明顯,它們之間都是彼此滲透和交融的關(guān)系,所以不論是從其中的哪個方面對其進(jìn)行分析都不能孤立的只談一個方面而放棄它與其它專業(yè)間的聯(lián)系和影響,更不能只談創(chuàng)作本身而忽略社會效益,尤其是這種要依托像書籍、動漫影視、網(wǎng)絡(luò)等某種介質(zhì)才能得到更好發(fā)展的領(lǐng)域。 本文以卡通形象商業(yè)插畫為例,從產(chǎn)業(yè)的角度進(jìn)行審視,以卡通形象商業(yè)插畫產(chǎn)業(yè)鏈作為主線對其在產(chǎn)業(yè)鏈前期、中期及后期三個部分進(jìn)行闡述,即卡通商業(yè)策劃公司的運營現(xiàn)狀和卡通形象的創(chuàng)作以及衍生產(chǎn)品開發(fā)三方面,通過產(chǎn)業(yè)中的案例比對分析進(jìn)行研究,在研究中發(fā)掘可行的發(fā)展方向并提出相應(yīng)建議。 國外第三產(chǎn)業(yè)發(fā)達(dá)國家已相繼在文化、藝術(shù)、技術(shù)等方面上努力開發(fā)商業(yè)插畫在當(dāng)今所帶來的巨大商機(jī)和無限市場并成績斐然,美國的卡通形象商業(yè)插畫產(chǎn)業(yè)已非常成熟,日本韓國也隨著動漫產(chǎn)業(yè)和游戲產(chǎn)業(yè)的發(fā)展反作用于卡通形象商業(yè)插畫的發(fā)展。而國內(nèi)的發(fā)展水平尚處于初級階段,面臨廣闊市場被國外商家占領(lǐng)的嚴(yán)峻現(xiàn)狀,及時的尋求一套適合國情的發(fā)展方向并找到切實可行的方案就成為每個國內(nèi)從業(yè)人員所亟待解決的問題。使其更好的服務(wù)于市場,帶來相應(yīng)的商業(yè)價值的同時,更重要的還是要弘揚本土文化,將本國的優(yōu)秀創(chuàng)作者、優(yōu)秀作品推向國際,開創(chuàng)民族品牌,在產(chǎn)業(yè)中尋求一條適合國情的卡通形象商業(yè)插畫發(fā)展之路。
[Abstract]:Under the background of the flourishing creation of design everywhere, commercial illustration has been put forward as an independent design direction. Throughout the history of business illustration, it is not difficult to see that it has long permeated our lives, but with the rapid development of information technology and the increasing enrichment of people's cultural life, it is a very expressive creative way. The emerging media and the enormous social benefits created have attracted more and more attention in related fields. It is necessary to study the commercial illustration itself and, more importantly, its relationship with people, that is, the harmony and integration between artistic creation and cultural consumption as part of the creative industry. Creative industry is undoubtedly an indispensable part of today's society. People need spiritual care while enjoying material and cultural life. With the development of the times, some even enjoy pure entertainment. We need such cultural consumption and stimulation. Commercial illustration meets the needs of the public to a certain extent. Because of its wide range of design fields, it involves a lot of links in the market, especially in the design diversification of today, the demarcation between many disciplines has not been obvious. They are all intermingled and intermingled, so no matter from which aspect they are analyzed, they cannot talk about one aspect alone and abandon their connection and influence with other professions, We can not only talk about creation itself and ignore social benefits, especially this kind of media such as books, animation, film and television, network and other media can get better development. This article takes the cartoon image commercial illustration as an example, carries on the examination from the industry angle, takes the cartoon image commercial illustration industry chain as the main line, carries on the elaboration in the early, middle and late stages of the industry chain. Namely cartoon business planning company's operation present situation and cartoon character creation and derivative product development three aspects, through the industry case comparison analysis carries on the research, excavates the feasible development direction in the research and puts forward the corresponding suggestion. Developed countries in foreign tertiary industry have made great efforts to develop commercial illustration in culture, art, technology and other aspects. The business illustration industry of cartoon image in the United States has been very mature. Japan and South Korea also with the development of animation industry and game industry reaction to the development of cartoon image commercial illustration. However, the level of domestic development is still in its infancy, and it faces the grim situation of the vast market being occupied by foreign businessmen. Seeking a set of development direction suitable for national conditions and finding practical solutions in time has become an urgent problem for every domestic employee. To make it better serve the market, bring the corresponding commercial value, at the same time, more important is to carry forward the local culture, to promote the outstanding national creators, excellent works to the international, to create a national brand. In the industry to find a suitable for the development of cartoon image commercial illustration road.
【學(xué)位授予單位】：山西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：J218.5-F

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