基于品牌建构下的动漫形象性格表现研究

发布时间：2018-03-15 22:26

  本文选题：动漫品牌形象　切入点：性格表现　出处：《河南大学》2012年硕士论文　论文类型：学位论文

【摘要】：动漫产业被称为21世纪的朝阳产业。动漫产业作为文化产业的一个重要分支，在国家基础产业发展遭遇瓶颈时，以文化内容生产为核心，创造了巨大的商业价值。国外动漫产业以美国和日本为代表，已发展成为一个庞大的产业体系，同时韩国和印度的动漫产业也在悄然兴起。产业链发展的基本完善，动漫品牌形象价值的不断发掘与推广，使动漫产业发达的国家从中获得了巨大的经济利益。目前，日本动漫产业的年营业额达到230万亿日元，已经成为了日本第三大支柱产业。而迪斯尼动画产业集团仅一年的产值就达150亿美元。 中国也意识到动漫产业中蕴藏的巨大商机。当今，全国各地大力兴建动漫基地，举办动漫节，各院校纷纷开设动漫专业，中国的动漫产业步入了快速发展的轨道。但是，中国本土令人印象深刻的优秀动漫产品依然屈指可数。日韩及欧美的动漫作品在很长一段时间内占据着国内市场，“日式”及“美式”的动漫风格主导了国内受众的审美倾向，导致中国动漫作品难以摆脱“模仿”的趋势。90年代以后在世界范围内具有影响力的、能够代表中国特色的动漫品牌形象至今尚未形成。因此，打造独具中国特色的动漫品牌形象，以品牌形象的推广和延伸带动整个动漫产业链的发展，成为当前中国动漫产业发展的重要课题。 本文依据品牌的内涵及动漫品牌形象的概念和特征，从动漫形象的性格表现着手，采用理论研究与典型案例相结合，定性分析与定量研究相结合的方法，探讨动漫形象的性格表现因素在形象品牌建构中的意义，并将动漫品牌形象建构与动漫产业链的发展相关联。同时与国外动漫品牌形象相比较，对比分析了中国动漫形象性格表现的特点与不足，为中国动漫品牌形象的建构和发展提供了建议和对策。 本文共分六部分，绪论部分主要介绍了研究背景和意义、研究方法、文献综述及本文的创新之处，分析总结了前人关于动漫品牌、动漫产业及动漫形象的研究成果。第一章梳理了品牌与动漫品牌的概念，对动漫品牌形象的概念和特征进行了界定。第二章重点分析国外及国内动漫形象的性格表现，结合定量分析法选取迪斯尼动画近二十年动画电影中的形象，及日本集英社单行本销量前五名的漫画形象，梳理美国及日本动漫形象的性格特征。对比分析中国本土动画形象在中国学派时期与新时期在性格表现上的异同与所呈现的特点。第三章阐述了动漫品牌形象建构的性格表现因素，以美国迪斯尼及日本经典动画为实例，阐释了动漫形象性格表现的表层建构和深层内涵，并揭示了性格表现因素对于动漫品牌形象建构的重要意义。第四章着重论述动漫品牌形象的建构与动漫产业链的互动关系，分析动漫产业链的构成，探讨动漫品牌形象的建构与动漫纵向及横向产业链互为影响。第五章结合中国动漫品牌形象建构的现状，指出目前中国在动漫品牌形象建构方面仍存在动漫形象创造不受重视，，品牌意识薄弱，产业链断裂等方面的不足，并对中国动漫品牌形象建构发展和完善提供了建议。 动漫品牌形象是贯穿动漫产业链的生命线，品牌形象的建构与推广，直接关系到动漫产业链能否良性运转。中国动漫产业的发展相较于日本、美国仍然处在相对落后的状态，尤其在对于动漫品牌形象的打造和品牌形象维护方面尤为薄弱。希望通过本研究为我国动漫品牌形象建构的研究和发展提供一个新的视点，补充和完善相关理论，并为动漫从业人士在动漫品牌形象建构方面提供具有参考价值的思路与方法。
[Abstract]:The animation industry is known as the sunrise industry in twenty-first Century. The animation industry as an important branch of the culture industry in the national basic industry developmentbottleneck, with cultural content production as the core, to create a huge commercial value. Overseas animation industry represented by the United States and Japan, has become a huge industrial system. At the same time, South Korea and India animation industry is also quietly rising. To perfect the industry chain development, and constantly explore and promote the value of brand image animation, the animation industry developed countries have obtained huge economic benefits. At present, the Japanese anime industry's annual turnover reached 230 trillion yen, Japan has become the third pillar industries while Disney animation industry group. Only a year output value amounted to $15 billion.
China is also aware of the potential opportunities in the animation industry. Today, all over the country to build the base of animation, animation festival is held, the institutions have set up professionalanimation, Chinese animation industry has entered a rapid development track. However, Chinese nativeimpressive outstanding animation products is still a handful of South Korea and Europe and the United States animation works. To occupy the domestic market in a long period of time, "Japanese" and "American" animation style dominated the domestic audience aesthetic tendency, leading to Chinese animation works hard to get rid of "imitation" of the trend of.90 in influential in the world, Chinese can represent the characteristics of the animation brand image has not yet formed. Therefore, to create the unique characteristics of the Chinese animation brand image, brand image promotion and extension to promote the development of animation industry chain, become China The important subject of the development of animation industry.
The concept and characteristics on the basis of the brand connotation and brand animation image, starting from the cartoon image of the character, the theoretical research and case combination method of qualitative analysis and quantitative analysis, explore the animation character performance factors in brand image in the construction of meaning, and the associated development of animation brand image and the construction of animation industry chain. At the same time compared with foreign brand animation image, comparative analysis of the characteristics of Chinese animation image character performance and the insufficiency, provides suggestions and Countermeasures for the construction and development of Chinese brand animation image.
This paper is divided into six parts, the introduction part mainly introduces the research background and significance, research methods, literature review and innovation of this paper, summarizes the previous research results on the brand animation, animation industry and animation image. The first chapter introduces the concept of brand and brand animation, concept and characteristics of the animation brand image the definition. The second chapter focuses on the analysis of foreign and domestic animation character performance, combining the quantitative analysis method to select Disney animated films in the past twenty years, and the Japanese Shueisha offprint sales of the top five comic characters, combing the United States and Japan cartoon image. Comparative analysis of similarities and differences China localanimation image characteristics in character the performance in the China school period and the new period and the present. The third chapter expounds the factors of animation brand image construction character, in the United States And Japan classic Disney animation as an example, explains the animation image character of surface construction performance and deep meaning, and reveals the personality factors important for animation brand image construction. The fourth chapter focuses on the interactive relationship between the animation brand image construction and animation industry chain analysis, animation industry chain, explore the animation brand image and the construction of animation industry chain of thelongitudinal and lateral influence each other. The fifth chapter discusses the status of construction of Chinese brand animation image, pointed out that the current China in animation brand image construction still exist animation image creation is not valued, brand awareness is weak, lack of fracture the industrial chain, and the China animation brand image construction and development provide suggestion.
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本文编号：1617125