To Explore The Marketing And Communication Strategies About How To Use Cartoon Image In Commercial Advertising

Increasingly people enjoy comics for its contents easy to understand and full ofimagination. As a carrier of cultural message and important means of culturaltransmission, the value and effects of comics is of great importance. With thedevelopment of content and ways of expression, comics not only build a colorful andimaginary world to people, but also pass the national culture to other countries in thebackground of globalization. With the rapid development of animation industry and bigsupportive of national policy, people pay more concentration on the issue of how toimprove ROI and develop the animation bran and the secondary development andtransmission. Cartoon image ads offer a new method to the integration of animationindustry and the advertising industry. The development of the cartoon image advertisingis not only beneficial for the effective integration of resources, activates the market andpromote the sales of marketing, but also have advantages for the optimal construction ofanimation industry, even creative cultural industry. This article is\mainly started with theanalysis of Toyota series cartoon image advertising of Doraemon and Hatsune Miku bythe theory of economics, communication, advertising, semiotics and others. Thenexplore the marketing and communication strategy through the case analysis. Thisarticle try to provide a set of feasible strategy for the development of the Chinesecartoon image advertising and build a win-win situation.This article is divided into six parts: to start with, we will introduce the historicalbackground of the development of the cartoon image advertising. It mainly includesthree aspects: Firstly, the enhancement of science and technology to promote thedevelopment and integration of the media. It provides a bigger display platform tocartoon image advertising. Secondly, the intensive globalization has brought thedissemination and exchange of culture. The development of the cartoon imageadvertising is help to improve sales of enterprise products and promote the image of thecountry show. Thirdly, the integration of cultural industries promotes the developmentof animation and advertising industry. The advertising and animation industryrestructuring are conducive to the sustainable development of the industry. The secondpart is defining the concept of the cartoon image advertising. This section describes the origin of the animation and elaborates the cartoon image advertising to make sure theobjection of the study and range of the study. It helps to clear this scope of the study. Atthe same time, this chapter describes the case of the Toyota series cartoon imageadvertising of Doraemon and Hatsune Miku. The third part of this paper is to analyzethe marketing practices of cartoon image advertising from a marketing perspective. Lastbut not least, we summed some marketing technique from the Toyota series cartoonimage advertising. These marketing methods include emotional marketing like recallingchildhood, event marketing like marking a controversial topic about stars, entertainmentmarketing like using the humor, active marketing like making a brand association andbrand marketing like Contact and Pull system and so on. In the fourth part, we study theorientation of the audiences and communication factors from the perspective ofcommunication. In the fifth part, we analysis the development of Chinese animationimage advertising and summarize shortcomings from The Chinese cartoon imageadvertising. We can learn from the foreign successful experience to improve our cartoonimage ads. In The last part, we summarize the marketing and communication strategy ofcartoon image advertising and offer a proposal and prospects to the cartoon imageadvertising.Chinese animation production has an early start. Like the rising sun, thedevelopment of the animation industry has many deficiencies in the aspect of creative ofcartoon, integration of industry and external communication. The developmentanimation image advertisement is on the stage of exploring. The shortage of capital,technology and talents hinder the enhancement of the Chinese cartoon imageadvertising. We can learn from the successful experience from the United States andJapan. As an old saying says that “A Stone from Other Hills may Serve to Polish theJade of This One”. But we can not just apply it mechanically. Only should we discardthe dross and select the essential, eliminate the false and retain the true and keep moving,we can explore a road to develop animation image advertising, and suit China’s nationalcondition.In this paper, we apply two research techniques: document analysis method andindividual case method to research cartoon image advertising by collecting many relateddocuments, videos data and the case of Toyota series cartoon image advertising in amultidisciplinary view. There are three main innovations in this paper. Firstly, we put forward a feasible mode for the Chinese animation advertisement, and expressly pointout that the development of the cartoon image advertising should change the mode ofproduction and financing of the animation industry first. Comparing the two modes ofAmerican and Japanese, we proposed that Japan’s industrial development model is moresuitable for Chinese. Secondly, we propose that excessive protection and limitation ofthe government policy is not fundamental motivate power. It should develop throughmarket strategy on the basis of proper protection to enforce the corporations abandonthe production of being eager for quick success and instant benefits. Thirdly, analyzethis subject by a multi-disciplinary perspective in a comprehensive way, and come overthe boundedness and one-sideness.