| Animation IP can be said to be a combination of cultural symbols and commercial symbols.As a cultural symbol,the creation of animation works is an artistic process.As a commercial symbol,animation IP can become animation IP symbol in the real sense.Among them,the animation image is the soul of an animation,animation symbols carry the meaning of animation works can become a super IP key.At present,cartoon IP image symbol products are emerging repeatedly,and the consumption phenomenon of image symbol is significant.It is important to note that in these anime IP image symbols of products during the process of consumption,consumer selectivity to ignore the value of the functional and an excessive emphasis on its symbolic significance,lead to the emergence of some social problems,cause realistic and potential harm to society,such as improper symbol construction cause the distortion of the values,symbols,excessive consumption caused widespread western hedonism and money worship and commodity fetishism.In this paper,Animation IP image is placed in the perspective of semiotics theory.All the presentation forms of animation characters are regarded as symbols and a specific Animation IP image is regarded as a symbol system,on this basement,we have a deep analysis of the construction and propagation of the symbol of tanimation IP.Finally,it comes to the conclusion that the animation IP image symbol system takes the animation image as the carrier to transform the conflict of binary opposition in reality into the conflict of narration.In addition,combined with the theory of consumer culture,this paper elaborates on the consumption phenomenon of the of animation IP image symbol by the public,and holds that the accumulation of animation IP image symbol commodities has become a kind of deceptive "landscape" with ideology,which leads to the division of spheres,paralyzes consumers’ sense of autonomy,and gradually makes consumers gradually become one-dimension people. |
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