A Research On Animation Brand Design And Market Promotion Based On Traditional Chinese Culture

With the gradual expansion of Chinese economic scale, the current status of cultural and creative industries'development starts to attract attention of the society. Thanks to the enhanced social awareness of intellectual property rights, improved intellectual property protection policies and the market demand for animation products with high quality and animation derivatives, the concept of brand awareness has finally been generated in China. Animation industries are getting into the development stage of restructuring and branding from the previous stage of irrational and blind pursuit of products quantity. As one of the components of cultural and creative industries, animation industries have cultural attribute and commercial value.Starting with traditional Chinese culture, this dissertation describes the role of culture in brand creation through analyzing thriving animation brand creations innovated by traditional Chinese culture from American and Japanese. Meanwhile, with comparison and analyses of the present situation on China, the dissertation demonstrates existing issues on Chinese animation brands, including lack of creation, empty spiritual connotation, and uncertain market position. Under this awkward situation of "Cultural Aphasia", it is urgent for developing animation industries to utilize traditional culture to break out of limitations. Furthermore, after having a thorough examination of domestic successful cases of animation branding, the dissertation presents an unique innovation model from the perspectives of visual design and narrative form, which combines traditional Chinese culture element. In addition, the dissertation has explored and discussed core conditions for domestic animation brands overcoming barriers and promoting their brands in the context of internet. The author intends to draw an insightful conclusion from above analysis that can be added into further theoretical and practical researches on Animation brands.