迪斯尼动画与“中国学派”动画之比较

The Comparison between Disney Animations and China School Animations

迪斯尼动画和"中国学派"动画之间在题材内容、角色造型设计、表现方式、市场运营模式上存在着诸多差异,这也正是迪斯尼动画取得巨大成果,而中国动画步履维艰的原因所在。发展"中国学派"动画,需要借鉴迪斯尼动画的成功经验。在全球经济一体化的大时代背景下,中国动画如何在新的形势下既能重新找到自己的定位,形成自己的特色,同时又能进入市场,为新一代的观众所认可和接受,这是我们目前遇到的一个需要解决的问题。在不断变化的当代社会,迪斯尼动画和"中国学派"动画都需要发展,"中国学派"动画必须在动画主题、表现形式、情感诉求、市场定位等方面做出新的调整,应使动画题材的来源更加多元化,选择载体方式更加丰富,同时关注动画目标受众群的变化情况,及时对营销策略做出相应的调整。

There are many differences in terms of topics, design of protagonists, displays and marketing methods be- tween Disney and China school animations, and these differences can tell us the reasons of the great achievement of Dis- ney animation and the dilemma that Chinese animations are in. In the process of economic globalization, we should find out how to help Chinese animations to orientate themselves, to form their own features, and to be accepted by the audi- ence. We believe that China school animations should be adjusted in topics, displays, emotional appeals and market orien- tations, so as to diversify the sources and representative methods of Chinese animations.