动画,作为创意文化产业中最具活力与市场价值的力量,在全球经济文化产业中.具有重要位置的前提下,受到许多欧美发达国家的重视,得到了巨大的发展。 动画角色造型作为动画中的灵魂,也成为欧美与韩日等动画强国推销其动画及产品的重要武器。远如米老鼠、唐老鸭,近如功夫熊猫、机器人瓦力,每次一部动画片都能诞生一个,甚至几个明星。上世纪六十年代,随着我国第一部国产水墨动画片的问世。即在世界上产生了轰动效应。它就是《小蝌蚪找妈妈》。平日里,单纯平涂的动画片第一次使用了中国特有的水墨画风格,几乎每个镜头,都是一幅优秀的水墨画。该片赢得广泛好评后,《牧笛》随即推出,并将电影、绘画、音乐等多种艺术形式完美的结合到了一起。但水墨动画因其制作成本高、周期长、难度大、效率低等方面的制约因素,最终退居二线。接下来八十年代《葫芦兄弟》的问世又将国产动画推向了一个新的高潮,七个葫芦娃以其生动鲜明的形象深入人心,甚至连反派角色蛇精和蝎子精也备受大众的喜爱。延续到九十年代的《舒克和贝塔》在同时代的动画市场也占据了有利的地位。 而近几年,中国的动画市场大多被国外的动画片所占领。如今的动画片正在向成人化、产业化等方面发展,可是中国动画产业却发展较为缓慢,没有了以前的繁荣。与此同时,国内动画市场也渐渐引入了大量的日本和美国的动画片,观众的视线慢慢转向这些颇具特色的外来文化,并被其深深吸引。因此,国产动画面临着巨大的挑战。 本论文的研究目的是利用韩国与中国的成功事例做背景,并分析出两国动画角色设计的特点以及成功原因,最后通过分析的内容把中国动画事业停滞不前的原因及发展方向进行揭示。
Animation, as the most creative cultural power with the market value in industries, in the global economy, creative culture has an important position under the close attention by many American and European countries, has been deeply developed.Animated character is the soul of animation, in European American South Korea and Japan those powerful animation countries, it has become the most important weapon in their animation marketing. Such as Mickey Mouse, Donald Duck, Kung Fu Panda, WALL, in those animations at least one character has been shaped as well-known animation star.The 1960s, as China's first ink animation has been advent. "Little Tadpole Looking for Mom ", which produced world sensation. The simple flat-painted animation used the unique Chinese ink painting style for the first time, almost every shot, became an excellent painting. After the ink animation won wide acclaim, another animation "Reed Pipe" launched immediately, movies, painting, music and other art forms combined into a perfect combination. However, the high cost of ink animation for the reasons of its production, cycle length, difficulty and low efficiency constraints, it ultimately take a back seat. Then the 1980s "Gourd Brothers" came out, it made the Chinese animations to a new climax. Seven gourd brothers with their vivid images, even villains snake and scorpion were very popular at that time. Extended to the 1990s, "Shook and Beta" in contemporary animation market also occupies a favorable position. In recent years, China's animation markets are mostly occupied by foreign animations. Today's animation’s aim is to develop the adults’ market, industrialization and other aspects, the Chinese animation industry has developed more slowly, than the previous boom. At the same time, the domestic animation market has gradually been invaded by a large number of Japanese and American animations, the audience's attention gradually attracted by these distinctive foreign cultures. Therefore, the domestic animation faces enormous challenges. This thesis focused on those successful animation cases from South Korea to China. Try to analyze their character design and reason for the success. To identify what made the Chinese animation industry depressed and the future direction of development.