Study On Commercial Aethetics In The Cartoon Art Design

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 Animated cartoon works in China with outdated concepts which runs adrift of the market needs can not compete over the animated cartoon works in the U.S. and Japan, resulting in loss of over half of the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.