本文選題：動畫 + 動畫品牌�。� 參考：《東北師范大學(xué)》2008年碩士論文

【摘要】： 我國動畫產(chǎn)業(yè)近年來受到了政府和各界人士的重視,但就目前國內(nèi)實際狀況來看依然存在著發(fā)展中遇到的諸多問題。動畫品牌的樹立和傳播是發(fā)展動畫產(chǎn)業(yè)的源頭問題。本文從傳播學(xué)的視角出發(fā),結(jié)合應(yīng)用品牌學(xué)的理論點,以動畫品牌形象為切入點,審視我國動畫品牌傳播的發(fā)展之路,以期推動我國動畫產(chǎn)業(yè)的發(fā)展。 在縱向回顧我國動畫傳播歷史和橫向比較國外動畫發(fā)達(dá)國家傳播模式的同時,以國外和國內(nèi)動畫品牌傳播成熟、動畫產(chǎn)業(yè)發(fā)展較完善的鮮明案例為借鑒,在第三章中提出我國動畫品牌傳播發(fā)展歷程中存在的諸如動畫品牌受眾定位單一狹隘、動畫人物形象呆板、制作粗糙、內(nèi)容乏味說教、動畫品牌傳播體系不完善等問題,根據(jù)這些問題,結(jié)合我國動畫市場的實際情況,在第五章中對應(yīng)的提出了緩解、解決問題的具體對策,提出一些動畫受眾定位明晰化、加強動畫形象刻畫、提高動畫制作水平、完善動畫故事內(nèi)容、樹立動畫品牌、找到傳播要點、優(yōu)化資源配置等方面的建議,探尋一條具有我國特色的動畫品牌傳播、發(fā)展之路,推動我國動畫產(chǎn)業(yè)的良好、快速、全面的發(fā)展。
[Abstract]:The animation industry of our country has been paid attention by the government and people from all walks of life in recent years, but there are still many problems in the development of our country. The establishment and dissemination of animation brand is the source of the development of animation industry. In this paper, from the perspective of communication, combined with the theoretical point of application of brand theory, with the animation brand image as the breakthrough point, to examine the development of animation brand communication in China, in order to promote the development of animation industry in China. In the longitudinal review of the history of animation communication in China and the horizontal comparison of the communication models of developed countries in the foreign animation industry, we can draw lessons from the bright cases of mature animation brand communication and relatively perfect animation industry development in foreign and domestic animation industries. In the third chapter, the author puts forward some problems in the development of animation brand communication in China, such as the single narrow audience orientation of animation brand, the rigid image of animation characters, the rough production, the boring preaching of content, the imperfection of the system of animation brand communication, and so on. According to these problems, combined with the actual situation of the animation market in our country, in the fifth chapter, we put forward the corresponding countermeasures to alleviate and solve the problem, and put forward some animation audience positioning clarity, strengthen animation image portrayal, improve animation production level. Consummate the animation story content, establish the animation brand, find out the main points of communication, optimize the resources allocation and so on, explore a way to develop the animation brand with Chinese characteristics, promote the good and fast animation industry of our country. A comprehensive development
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F719.5;G124

【引證文獻(xiàn)】

相關(guān)期刊論文 前4條

1 楊利民;;內(nèi)蒙古動漫發(fā)展的“小”問題[J];電影文學(xué);2011年18期

2 李勝林;;動漫產(chǎn)業(yè)中的品牌包裝藝術(shù)[J];包裝工程;2013年06期

3 王素娟;;淺談日本動漫文化對我國動漫發(fā)展的啟示——從寫實的角度分析[J];湖北廣播電視大學(xué)學(xué)報;2010年11期

4 王素娟;;從寫實的角度分析日本動漫文化特征[J];文教資料;2010年29期

相關(guān)碩士學(xué)位論文 前3條

1 翟舒超;廣州動漫品牌的品牌傳播策略研究[D];華南理工大學(xué);2010年

2 王志剛;近年來中國影視動畫產(chǎn)業(yè)發(fā)展探析[D];云南大學(xué);2013年

3 董寧;美國日本體育動漫傳播發(fā)展對我國的啟示[D];武漢體育學(xué)院;2013年

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本文編號：1879578