本文選題：動畫 + 動畫廣告��； 參考：《山東大學(xué)》2013年碩士論文

【摘要】：近年來,隨著計(jì)算機(jī)三維技術(shù)水平的不斷提高以及國家政策的大力扶持,動漫產(chǎn)業(yè)與廣告產(chǎn)業(yè)的結(jié)合日益密切。以動畫元素為表現(xiàn)手段的動畫廣告在視覺傳達(dá)領(lǐng)域中的應(yīng)用也越來越廣泛。然而,動畫廣告作為新興的廣告形式,在當(dāng)前的發(fā)展過程中依然存在著許多問題。例如相關(guān)的經(jīng)驗(yàn)總結(jié)和理論研究不夠系統(tǒng)深入,導(dǎo)致動畫廣告的制作缺乏理論性指導(dǎo)。由于缺乏對動畫廣告優(yōu)勢與劣勢的清晰認(rèn)知,加之國產(chǎn)動畫廣告創(chuàng)意相對貧乏,使得動畫廣告?zhèn)鞑?yōu)勢未能充分發(fā)揮,國內(nèi)動畫廣告市場空間過于狹小。鑒于此,本文擬將國產(chǎn)動畫廣告作為主要研究對象,通過運(yùn)用綜合比較、案例分析等方法,對其相關(guān)的實(shí)踐經(jīng)驗(yàn)和理論概念做出梳理與歸納。在研究過程中,筆者借鑒既有的優(yōu)秀科研成果,參照廣告學(xué)、符號學(xué)、心理學(xué)和傳播學(xué)等相關(guān)理論與研究,并結(jié)合動畫廣告典型案例,對動畫廣告的產(chǎn)生、發(fā)展、演變做出了一定的闡釋。筆者針對當(dāng)前動畫廣告?zhèn)鞑ニ媾R的系列問題提出相應(yīng)的解決思路,并對其未來的發(fā)展前景做出前瞻性的思考。 為了促進(jìn)國內(nèi)動畫廣告的發(fā)展,充分發(fā)揮動畫廣告蘊(yùn)藏的巨大市場潛力,筆者認(rèn)為；一方面,應(yīng)該加強(qiáng)動畫廣告在傳播策略方面的探索與實(shí)踐,加強(qiáng)受眾對動畫廣告的理解與認(rèn)知。另一方面,國內(nèi)動畫廣告要依靠動漫產(chǎn)發(fā)展為其提供強(qiáng)有力的依托,因此需加強(qiáng)國家對動漫產(chǎn)業(yè)的大力扶持。與此同時(shí),動畫廣告的發(fā)展同樣要依靠國家政策的大力扶持。此外,為促進(jìn)國內(nèi)動畫廣告的發(fā)展,筆者還從動畫廣告公司及廣告受眾等角度做出相應(yīng)的策略性分析與研究。
[Abstract]:In recent years, with the continuous improvement of computer three-dimensional technology and the support of national policies, the combination of animation industry and advertising industry is becoming closer and closer. Animation advertising based on animation elements is more and more widely used in the field of visual communication. However, animation advertising as a new form of advertising, in the current process of development there are still many problems. For example, the summary of relevant experience and theoretical research are not systematic and in-depth, which leads to the lack of theoretical guidance in the production of animation advertising. Due to the lack of a clear understanding of the advantages and disadvantages of animation advertising, coupled with the relatively poor creativity of domestic animation advertising, animation advertising communication advantages have not been brought into full play, and the domestic animation advertising market space is too narrow. In view of this, this paper intends to domestic animation advertising as the main research object, through the use of comprehensive comparison, case analysis and other methods, the relevant practical experience and theoretical concepts to make a comb and induction. In the research process, the author draws lessons from the existing outstanding scientific research achievements, referring to advertising, semiotics, psychology and communication and other related theories and research, and combining with the typical cases of animation advertising, the generation and development of animation advertising, The evolution has made a certain explanation. The author puts forward the corresponding solutions to the series of problems faced by the current animation advertising communication, and makes a forward-looking thinking about its future development prospects. In order to promote the development of domestic animation advertising and give full play to the huge market potential of animation advertising, the author believes that, on the one hand, we should strengthen the exploration and practice of animation advertising in communication strategy, Strengthen audience's understanding and cognition to animation advertisement. On the other hand, domestic animation advertising depends on the development of animation industry to provide strong support, so we need to strengthen the national support for animation industry. At the same time, the development of animation advertising also depends on the strong support of national policies. In addition, in order to promote the development of domestic animation advertising, the author also makes the corresponding strategic analysis and research from the angle of animation advertising company and advertising audience.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：J954;J524.3

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