【摘要】：在市場經(jīng)濟(jì)為主導(dǎo)的時代背景下,面向市場、面向大眾、面向產(chǎn)業(yè)化是動畫生存發(fā)展的必由之路。本課題從新的角度審視動畫行業(yè),擺脫中國原計(jì)劃經(jīng)濟(jì)的特點(diǎn),用藝術(shù)與經(jīng)濟(jì)的關(guān)系來考量動畫的生產(chǎn)和運(yùn)營,從而實(shí)現(xiàn)動畫的多重價值,這對中國動畫業(yè)的發(fā)展有著至關(guān)重要的現(xiàn)實(shí)意義。 本課題以動畫產(chǎn)業(yè)中藝術(shù)價值和商業(yè)價值為研究對象,探索兩者之間的關(guān)系,旨在發(fā)掘其藝術(shù)價值與商業(yè)價值互相影響、互相融合的規(guī)律,以求幫助中國動畫產(chǎn)業(yè)形成良性、成熟的產(chǎn)業(yè)鏈。 本課題研究結(jié)果表明：動畫作為一門綜合藝術(shù),從它誕生起就與經(jīng)濟(jì)有著密不可分的關(guān)系。動畫藝術(shù)逐漸商品化,進(jìn)而形成動畫產(chǎn)業(yè),一樣有著藝術(shù)作為商品的矛盾,即追求藝術(shù)價值與追求商業(yè)價值之間的沖突。兩者的矛盾實(shí)質(zhì)上是觀念的沖突,并非不可調(diào)和。其中,藝術(shù)價值的實(shí)現(xiàn)是保證實(shí)現(xiàn)商業(yè)價值的基礎(chǔ),只有找到兩者之間的平衡點(diǎn),動畫產(chǎn)業(yè)化才能真正實(shí)現(xiàn)。 本課題從動畫產(chǎn)業(yè)的各個環(huán)節(jié)探析藝術(shù)價值與商業(yè)價值之間的契合。在動畫產(chǎn)業(yè)鏈中,動畫前期市場調(diào)研和策劃、動畫制片是兩者能否達(dá)到契合的關(guān)鍵環(huán)節(jié)；動畫片銷售、播放是兩者實(shí)現(xiàn)契合的認(rèn)可過程；動畫衍生產(chǎn)品成功盈利是兩者達(dá)到契合的成功體現(xiàn)。同時,本課題對中國動畫產(chǎn)業(yè)發(fā)展提出了建議,認(rèn)為中國動畫產(chǎn)業(yè)化的實(shí)現(xiàn)除了要完善產(chǎn)業(yè)鏈外,還要加強(qiáng)團(tuán)隊(duì)合作意識,培養(yǎng)專業(yè)動畫制片人,學(xué)會站在受眾者和投資者的立場上考慮問題,并改變傳統(tǒng)觀念,增強(qiáng)動畫人自身的文化藝術(shù)修為。 本課題的創(chuàng)新之處在于從藝術(shù)與經(jīng)濟(jì)的價值體系的內(nèi)在聯(lián)系來論證將過去的純動畫藝術(shù)轉(zhuǎn)化為藝術(shù)商品的必然性,對我國現(xiàn)有的動畫產(chǎn)業(yè)市場運(yùn)作模式進(jìn)行新的審視。以期讓動畫人真正意識到動畫已不是處在一個純工藝化、精神化的理想世界中,而是必須進(jìn)入市場,成為一個集經(jīng)濟(jì)、文化、藝術(shù)、創(chuàng)意于一身的“無煙重工業(yè)”。
[Abstract]:Under the background of market economy, facing the market, facing the masses and facing the industrialization is the only way to survive and develop animation. This subject examines the animation industry from a new perspective, gets rid of the characteristics of China's original planned economy, and considers the production and operation of animation with the relationship between art and economy, so as to realize the multiple values of animation. This is of great practical significance to the development of Chinese animation industry. This topic takes the art value and the commercial value in the animation industry as the research object, explores the relationship between the two, aims at excavating its art value and the commercial value mutual influence, the mutual fusion law, in order to help the Chinese animation industry to form the benign. Mature industrial chain. The results of this study show that animation, as a comprehensive art, has an inseparable relationship with economy since its birth. Animation art gradually commercialized, and then form animation industry, as well as art as a commodity contradiction, that is, the pursuit of artistic value and the pursuit of commercial value between the conflict. The contradiction between the two is in essence a conflict of ideas, not irreconcilable. Among them, the realization of artistic value is the basis of realizing commercial value. Only by finding the balance between the two, can animation industrialization be truly realized. This paper analyzes the coincidence between artistic value and commercial value from each link of animation industry. In the animation industry chain, the market research and planning in the early stage of animation, animation production is the key link of whether the two can achieve the same, animation sales, play is the recognition process of the two realization. The successful profit of animation derivatives is the successful embodiment of the two. At the same time, this paper puts forward some suggestions on the development of Chinese animation industry, and thinks that the realization of Chinese animation industrialization should not only improve the industrial chain, but also strengthen the sense of team cooperation and cultivate professional animation producers. Learn to take the stand of the audience and investors, and change the traditional ideas, enhance the animator's own culture and art practice. The innovation of this subject lies in proving the inevitability of transforming the pure animation art into art commodity from the intrinsic relationship between the value system of art and economy, and making a new examination of the market operation mode of the existing animation industry in our country. In order to make animators really realize that animation is not in a pure craft, spiritualized ideal world, but must enter the market, become a combination of economy, culture, art, creativity in a "smoke-free heavy industry".
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：J954

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 周澤龍;我國動畫產(chǎn)業(yè)現(xiàn)狀及發(fā)展研究[D];山西大學(xué);2012年

2 張楊;中美動畫策略中分鏡頭籌劃比較研究[D];沈陽航空航天大學(xué);2013年

3 劉芳辰;中國小成本電影商業(yè)價值研究[D];陜西科技大學(xué);2013年

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本文編號：2451452