The Study On Cartoon Advertising In Contemporary Era

Cartoon industry integrates high-tech multi-media technology into traditional painting techniques, and is flourishing in the world currently. It has been brought into the communication research areas. While cartoon industry chain in china lags behind other countries that is dominant in it. Therefore, we should combine our practice with the successful experience all over world to explore a new model that is more suitable to our country. Now China has begun to foster the development of cartoon industry that brings it many new opportunities and challenges.Compare with cartoon industry, China's advertising industry is flourishing at an alarming rate: the development of China's advertising industry in 1980s and 1990s has got world attention. Successful experience tells us a good advertisement must include all the elements to attract people's attention. Thus the research on cartoon practices in contemporary advertising is very necessary and urgent.Based on the retrospect of cartoon development history, we put forward the definition of"cartoon advertising"and have done the qualitative research on cartoon advertising in contemporary era. We select the samples from January 2003 to December 2005 among our major advertising journals "International Advertising", "Modern Advertising " and "China advertising", to analyze the works which won the advertising prizes and been published in the journals for three consecutive years. Then we sum up three features of cartoon advertising and discuss the functions of the cartoon advertising. Finally, we suggest that continue to expand creative space and integrate cartoon into advertising to create a win-win.