The Research Of Cartoon Character Using In Marketing And Communication

With the great pressure and serious competition of modern society, the rapid tempo of life and its instability make young generation's growth more difficult than their fathers'. In the field of branding and marketing, ways which full of the milk of human kindness and mental console would be taken by more and more people, especially the generation called"The Post 70's". The value of cartoon characters in commercial field is gradually realized by the people. Since the end of Modernism of 20's,the stress of our society have moved from the productiveness into human's mental world. Facing these changes, many cartoon stars have expanded from the scope of traditional entertainment into the field of communication bridge. Cartoon could make people feel somewhat fashion and reminiscence, gives audience a sense of optimism and easy. The commercial use of cartoon image in this field is also a powerful way to the differentia of brand.The cartoon character is an affectional graphic language. These roles, as a special language, could attract more people's attention while those clichémarketing skill make people bored. In developed countries, the character marketing has been matured for long time and formed a sound operation system. However, currently this new marketing means is still relatively strange to Chinese customers. In spite of its great advantages, we have to realized the shortage of character marketing, such as its limit in the applicable field and target customer, etc. In terms of its history, features, sociology and technology, this article will analyse the character marketing and its value to Chinese local characters.