【作者】 宋文平；

【导师】 姜松荣；

【作者基本信息】 湖南师范大学 ， 设计艺术学， 2008， 硕士

【摘要】 美具有物质和功利的实质,其内涵和形式随时代的发展而发展。在物质文明高度发达的今天,动漫影视作为老少皆乐的精神消费已经成为风靡世界的文化娱乐产业。优秀的动漫作品,处处洋溢着故事情节美、画面颜色美、语言美、动态美、结构平衡美、角色变形美、奇特想象美等等,而其实质却都是受经济效益驱动受市场需求的制约和调配,应用商业美学原理产生出来的;故而能产生令观众魂不守舍、津津乐道的艺术效果。中国动漫界尚未认识商业美学在作品设计中的价值,观念陈旧,设计与市场脱节;作品不敌美、日动漫作品,致使国内动漫市场被洋产品占领大半江山。在经济全球化的时代,在日趋激烈的市场竞争中,谁能把商业美学熔注动漫作品设计中并达到最佳境界,谁就能赢得世界观众,赢得世界市场。动漫作品中是否存在商业美学,动漫设计是否需要商业美学?其设计是怎样地受市场需求的约束和调配,以及如何运用商业美学构思、设计动漫作品?这是动漫领域还未涉及的理论性问题。本课题试图用历史唯物主义的观点,采用从抽象到具体,再从具体回归到抽象的研究方法;从市场的角度,从消费者的物质需求和心理需求的角度探讨商业美学在动漫作品中的存在和价值;从美的物质性、功利性方面入手来研究商业美学在动漫作品设计中的客观性;论文通过对国外优秀动漫案例分析,论证了商业美学在主题、情节、构图、颜色、音乐等各方面的实际存在及其应用效果和价值,辨证地分析了了动漫作品与商业美学的关系。笔者希望通过理论和案例分析,激发相关专家和业内人士的思考,推动中国动漫事业的迅速发展。更多还原

【Abstract】 Beauty is characterized by material and utility nature with connotation and form evolving with the time goes by. Nowadays, the material civilization is undergoing advanced development. Under this circumstance, animated cartoon film industry has become a worldwide popular cultural entertainment industry as the spiritual consumption fields for people at all ages. Excellent animated cartoon works integrate the beauty of plots, picture, color, language, movement, structural balance, role change and magic imagination, etc. which are produced in accordance with the commercial aesthetical principles, driven by the economic benefits and restricted by market demands; therefore, dramatic artistic effects are gained among the audience. The animated cartoon industry in China has not realized the value of commercial aesthetical principle played in the art design. Animated cartoon works in China with outdated concepts which runs adrift of the market needs can not compete over the animated cartoon works in the U.S. and Japan, resulting in loss of over half of the domestic market to foreign cartoon works. In the age of economic globalization, under the fierce market competition, only by utilizing the commercial aesthetics in the design of animated cartoon works and achieving the best results, can the works win the worldwide audience and the global market.Such theoretical issues as whether commercial aesthetics exists in the animated cartoon works, whether the design of animated cartoon needs commercial aesthetics , how the design is constrained and deployed by the market needs and how to conceive and design animated cartoon works with commercial aesthetics have not been touched upon in the animated cartoon fields. The study attempts to adopt the study approach of historical materialism, from abstract nature to concrete nature, and then from concrete nature to abstract nature; probe into the existence and value of commercial aesthetics in animated cartoon works from the perspective of the market, material and psychological needs of the consumers; research into the objectivity of commercial aesthetics in design of animated cartoon works from the perspective of material and utility nature of beauty. The paper demonstrates the actual existence and application effects as well as value of commercial aesthetics in the theme, plots, picture and composition, color and music, etc. in the animated cartoon design, investigate with differentiation the relationship between animated cartoon works and commercial aesthetics. The author expects to arouse thinking of related experts and industry insiders through theory elaboration and case studies, so as to promote the rapid development of the animated cartoon cause in China.更多还原