女性向国风动漫IP形象的“三重色彩”塑造策略

The"Triple Color"Shaping Strategy for Women's IP Image in National Style Anime

动漫是对现实世界的结构与重构,女性在动漫中作为一个视觉符号,受众可通过其读取女性形象的表征。我国的女性向动漫以国风动漫为主,但目前女性向国风动漫不仅数量较少,且在IP形象塑造上存在着单一化与刻板化的问题。鉴于此,本文将色彩理论应用于女性向国风动漫IP形象塑造,并以李清照IP形象的创意开发为实践方式,提出“三重色彩”——即以红色定义IP形象内涵、蓝色设定IP形象故事、青色展示IP形象表象的女性向国风动漫IP形象的塑造策略,以期为当下女性向动漫创作提供参考。

Anime is the structure and reconstruction of the real world,where women serve as visual symbols through which audiences can read the representation of female images.The female anime industry in China is mainly focused on Chinese style anime,but currently there are not only a small number of female anime products,but there are also issues of singularity and rigidity in shaping IP images.In view of this,this article applies color theory to the shaping of women's IP image in Chinese style anime,and uses the creative development of Li Qingzhao's IP image as a practical approach to propose a"triple color"strategy-that is,defining the connotation of IP image in red,setting IP image stories in blue,and displaying IP image representation in cyan,in order to provide reference for women's current animation creation.