新媒体背景下中国动漫广告的发展研究

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1、新媒体背景下中国动漫广告的发展研究摘要：当今世界的发展，全球化和新媒体己成为不可逆转的历史潮流。而动漫这一产业近年来在提升国家软实力和经济硬实力的过程中正发挥着越来越重要的作用。随着动漫产业的H益发展和广告业对创意和制作手法的不断挖掘，动漫与广告间的跨界融合不断加剧，动漫广告己成为一种新的广告形式。现在青年人依然成为各大广告商争相迎合的对象。而作为这一代，动漫受到大多数人的欢迎，小孩子就更不用说了。这几年，中国在发展文化软实力的时候，一直鼓励国内动漫产业的发展。动漫产业和广告结合是必然的趋势，生活中无处不见广告，而广告要吸引人，除了广告创意的好，还要广告形式能够吸引

2、人。本文从以下儿个方面研究新媒体背景下我国动漫广告的发展。首先针对时下流行的新媒体，进行传统媒体和新媒体的对比分析；再来讨论动漫广告的特点及屮国动漫广告的发展；再者结合日本动漫广告，分析日本动漫广告发展的优势及策略，针对我国动漫广告的发展的问题，提出未来如何在新媒体的背景下我国动漫广告发展的策略。关键词：新媒体、动漫广告、动漫产业、广告产业Underthebackgroundofnewmedia，thedevelopmentofChineseanimationadvertisingresearchAbstract:Thedevelopmentoftheworldto

3、day,globalizationandnewmediahasbecomeanirreversiblehistoricaltrend.Whichanimeindustryinrecentyearsinpromotingnationalsoftpowerandtheprocessofeconomichardpowerisplayinganincreasinglyimportantrole.Withthedevelopmentofanimationindustryandtechniqueofadvertisingcreativeandproductionofcontin

4、uousmining,risingcross-borderintegrationbetweenanimationandadvertising,cartoonadvertisinghasbecomeanewformofadvertising.Nowyoungpeoplestillbecomeeachbigadvertisersscramblingtocatertotheobject.Inthisgeneration，animationiswelcomedbymostpeople，nottomentionthechildren.Inrecentyears,Chinain

5、thedevelopmentofculturalsoftpower,hasbeenencouragingthedevelopmentofdomesticanimationindustry.Animationindustryandthetrendofadvertisingisinevitable,ubiquitousadvertising,andadvertisingtoattractpeople,inadditiontogoodadvertisingcreative,butalsoformsofadvertisingcanattractpeople.Thisarti

6、clefromthefollowingseveralaspectsofresearchinnewmediaunderthebackgroundofthedevelopmentofanimationadvertising.Firstonthepopularnewmedia，thecontrastoftraditionalmediaandnewmediaanalysis;TodiscussthecharacteristicsofanimationadvertisingagainandthedevelopmentofChineseanimationadvertising;

7、FurthermorecombinedwithJapaneseanimeadvertising,analysisofJapaneseanimedevelopmentadvantageandstrategy，basedonthedevelopmentofChineseanimationadvertisingproblems,putsforwardhowtounderthebackgroundofnewmediacartoonadvertisementsinChinadevelopmentstrategy.Keywords:Newmedia，animationadv