动漫发展英语论文

Analysis on the development of Chinese animation industry Abstract:Chinese animation industry on the surface, it seems that the situation is excellent, but, as the animation industry development and mature symbol of the animation industry chain has not been formed, there is a wide range of influence of the original work is still very little. Cause of this situation: video player system of monopoly position remains unchanged; lack of original animation; industry operations, useless; blind development of derivative products market and so on. China's animation industry to solve these problems, China's animation industry chain need to be integrated.Key words:Chinese animation; development situation; reasonIntroduction:On April 20, 2004, the State Administration of radio, film and television to develop "on the development of China's film and television animation industry a number of opinions" issued, the local government positive action, have introduced preferential policies related to the development of the local district, the animation industry. A large number of the emergence of a large number of animation base, animation, animation festival,Animation Forum, Anime Fair, and so forth, the emergence of a large number of animation production companies, as well as the formation of a large number of animation wave. Animation as a new economic growth has also been all over the hopes, animation in a piece of "great leap forward" the excellent situation, the emergence of a fine, especially in the central television broadcast such as "journey to the west", "the adventures of little carp" Jingwei "the rainbow blue rabbit seven chivalrous biography" the Sanmao roams about Records "" time boy "the legend of Nezha" the kid "the magic teenager," pig man Martial Arts 2008 "and so on. But the animation is fine, but does not mean that the animation industry as a leading animation has been formed. Animation industry is its own rules of operation, it is by the cartoon, cartoon Planning -- Animation -- video playback of animation derivative products marketing it's five major industrial chain organic unifies in together, mutual cooperation, mutual cooperation, complement each other, a virtuous circle together to improve the organic link. It is not difficult to see that China's current animation industry chain is still missing broken chain". The animation level, the downturn in the market reaction pale make people confused, but also allow people to return to reason, sparked thinking.In August 2008, SARFT deputy editor in chief, director of the development research center of, radio and television blue book editor in chief Huang Yong introduced the research of China Radio, film and Television Development Report 2008 written work, released the main contents of the annual report wrote: in 2007, the country produced a total of 186 section 101 614 minutes of completing the domestic television cartoon, respectively than in 2006 increased by 50% and 23.43%, making a total of completed animation film 6. In February 2008, mentioned in the proposal of Central Committee of China Association for promoting democracy in the submitted to the meeting of the CPPCC National Committee of culture, the cultural industry ofour country, especially in the animation industry, the management pattern, the prevalence of "bull management, unclear responsibilities and lack of coordination and unification". The proposal that the animation industry from the creation, broadcast, publishing to derivative products and so on each link, respectively by the State Administration of radio, film and television, press and publishing administration, the Ministry of culture, State Administration for Industry and commerce, the Ministry of information industry, the Ministry of science and technology, the Ministry of education and other ministries cross management and responsibilities of the ministries and commissions of the State Council is not clear. Other according to incomplete statistics. Up to now, the construction of a total of more than 60 animation industry base, which base of national award is 42, respectively, by a number of ministries awarding. Seems to be booming, but the base investors turned real estate developers, because the development model is similar and led to the base of the base to rob businesses and resource idle phenomenon is not uncommon. At present, animation industry related industry associations and many, but due to the government to take multiple management, registered in the company and works must to find competent business department at a higher level, so all kinds of animation industry association also because of the conflicting interests of various government departments become more complex and chaos, a variety of organization name, cover objects overlapping, the competent authorities varied, lack of overall planning and confused. The bigger drawback is that China's Industry Association in the role of the emergence of a considerable positioning deviation. Most of the animation industry association is difficult to maintain its "non - government", and even in the "two government" state, simply can not reflect the full service value for the enterprise, the direct result of the lack of credibility. Corporate identity can not be improved, industry associations will be rendered useless.Looking back from 2005 to 2008 this 3 years the development of China's animation industry, we found that the number of animation works increased, the amount of animation production increased, the cartoons are less, the influence of the animation brand is less. The two little more than two shows into animation works to the commodity is not enough. In recent years, through the television media popular cartoon made only blue cat, Nezha, rainbow cat, small carp for a few, the blue cat, rainbow cat and more derivative products and successfully and children's drinks realizing binding. But in addition to the two "the cat", brand promotion other images are few, the legend of Nezha "fall from the sky a pig", "Qin Shimingyue" "happy star cat," happy stuff "and other excellent animation works of derivative product development is obviously insufficient.n addition to books, other product image authorized only simply stay in the cartoon image of the paste on different products, and did not realize the cartoon animation name or by cartoon market driven the rise and prosperity of market of the products, promote sales market of animation, even if sales increase, but sales profits nor the reproduction of the real return to animation, animation and product distribution of win-win.Discussion and Implications:a) the monopoly position of the film and television broadcasting system is still notchangedVideo player system, also is the television and cinema, they hold the public resources in our country, for the company sent the animation works nitpicking, lower prices or even non payment, in exchange for advertising time, the originally should belong to the business of television advertising department imposed in the animation production companies, animation production company in the filming of the animation at the same time should also be considered for the TV station to undertake advertising business. Theatrical film the situation is even more difficult to understand, film and animation playback and approved by the relevant departments, but pay cinema a large sum of money to ensure the broadcast film after loss or as compensation for loss of like animated film " The soldier zhangga". So that the animation production company does not make the film does not lose, production on the deficit, broadcast more losses, unless you can get the strong support of corporate and bank funds. But banks and enterprises is to profit for the purpose of, the loss is not, then they only took a fancy to invest in "cartoon" the potential market prospect will invest, but the animation industry has broad unique eyes bankers and entrepreneurs and how much?? only to break the monopoly of television and cinema of unify the whole country, new alternative paths, animation companies may have a new way. Traditional film and television media in the 5 years ago, the influence is still quite large, but now it is greatly reduced. The emergence of new media such as digital TV, Internet, mobile TV, IPTV, and so on, provides a new way for the spread of the cartoon brand. Like bean frogs, Kaka, unlucky ghost Debao and image via the Internet and mobile phones gradually emerge, making spread by network have effects animation companies to develop more vivid animation products add enthusiasm, also makes the animation production company in the difficult situation to see some hope. Also, the film and television broadcast system into the real market, and may be able to take the initiative with the animation production company, in the animation industry chain to develop and improve, the starting point of China's animation industry will really start.(b) original deficiencySince the reform and opening up, because of our country's animation is in the beginning stage, and at this time the domestic labor price is relative to the foreign economy, animation production company's main business is mainly on behalf of the processing. Undeniable, in the generation of machining process, animation company training a large number of animation production personnel, it is particularly worth mentioning is the application of new computer technology, breaking the traditional Ching Ching, a celluloid film shooting, using direct currentBrain shooting, computer graphics, computer graphics, computer graphics, and so on, greatly accelerate the speed of the production of animation. In this environment, growing up gradually in the our country animation workers, they in thinking about the status quo of China's animation. More and more of China's animation industry lags far behind Japan, the United States and other anxiety, in exploring the road of developing China's animation of development and the future and destiny. At present, the overall level of China's animation creation team is not high is an indisputable fact,the image of the original work of the lack of freshness and impact, the story does not attract people and other issues, resulting in the spread of limited. In the process of the creation of the product, the product of the elements of indifference, but also directly led to the difficulty of product development. To CCTV and Shanghai animation film studio production broadcast domestic animation as an example, derivative products are only limited to books and audiovisual products, other types of products and it was hard to see.From the choice of subject matter, like "Sparkling Red Star" "xiaobingzhangga" the red theme works, at the beginning of the creation may simply does not take into account the derivative product development problems. And the creation of animation in China still remain in the traditional myths, legends and stories of adaptation, of the romance of classical literary works, or is Wulitou Comedy on, reflecting the animation scriptwriter on the topic, lack of innovation, there is a widespread "eating ancestors never end" phenomenon. In reality, the original theme of science fiction is less and less, the market sales of relatively popular comics into cartoon is less, only CCTV animation will be the end of the last century China Youth comic author Yao Feila created comic "dream" changed into the eponymous cartoon, but in the five years after it was completed and aired, and for the year in hot pursuit of the readers, they already grew up, on the "dream" also have a new understanding, and now seen the cartoon audience and the original is not familiar with, the result is not reached and obsession of heat in the past, not attracted many viewers. Success in this regard only in 1998 by the Shanghai animation film studio animated "I mad song". At the time of writing this work, the author makes a thorough investigation and study of the animation market. At that time, Japan and South Korea's animation accounted for the absolute market share in China, and the middle school students and teenagers to new songs especially Hong Kong singer sought to frenzied obsession, from the heart of South Korea and Hong Kong Youth pies, hair is a kind of intimacy, so the authors of Shanghai animation film studio just grab the mentality of young people, to create a suitable was done in one vigorous effort to young students to watch cartoons "my song", has achieved great success in the market, the relative derivative products also came into being, the name of the drama, books, printed with "by the majority of young people welcome to my song the image of the mad" cards, stationery, clothing, jewelry and so on. In contrast, now like this caused a sensation of the animated film almost invisible. The State Administration of radio, film and television, deputy chief editor of Jin Delong in the bulletin of the 2007 national animation industry development, a fierce speech caused no small shock: "a large number of domestic animation, the protagonist would be three people -- history is hard-working, studious, myth is in addition to violence Anliang, punishing evil and promoting good, education is dull preaching. Character pattern too serious, low level repetition and content of fabrications, advocating spoof, subversion classics, such as white dragon horse with a revolver, pig is a romantic guy, sand monk into the quicksand of laid-off workers, Qin Shi Huang in Faust, egged on by waging war, Li Bai turned the test fail punks... "Why now the domestic animation will be so and real life out of touch? Here isundeniable that a quick thought in the haunt. The authors did not in-depth understanding of the audience's heart, not the thorough investigation and study of realistic animation market, the creator of lost animation nature, that is face is many viewers of "ordinary" and "universal" of, not to concern the audience really need what kind of spiritual food, not to study the market really need what kind of animation, not to study the shoot animation in the end is to see what the. Adaptation of the existing story, the existing idiom, the existing myth, the existing legend, relatively easy to get the leadership of the affirmation and praise, and the reality of the work is easy to touch the reality and cause a lot of controversy. No matter what kind of works, the author believes that we should meet the needs of modern people's appreciation. That is to say, an era is an era of popular, an era is an era, an era is an era, an era is an era of public psychology and adaptations to modern consciousness, like myth cartoon "Jingwei" adapted accord with such a request. It is the use of modern concepts and theories to interpret ancient times a Millennium legend of, whether it is language and norms of behavior, or the plot of the story of ups and downs, can make different levels of audience to understand and read, although it is modified series, but the author in the adaptation of the skills significantly increased many in society at that time is not likely to touch the thought and impossible to explain the reality of the situation, and in the technique of expression with modern science knowledge and understanding so that the majority of the audience to accept the unpleasant. This masterpiece in the central television channel, CCTV children's channel in 2007 the National Day Golden Week prime time broadcast and in the subsequent March continuously replayed the three times, won the good social identity. Therefore, in does not exclude the traditional culture and traditions of the story of the adaptation of the romance of the premise, the realistic theme original is animation revitalization of the primary point, especially the reality can't read science fiction original is the most attractive.（c）the operation mechanism of industrial uselessMany animation companies in the mind is all very clear, regardless of is the animation or, comics or, walk the road of industrialization, can only be like a schoolboy, do anything to start from the most basic work (because they themselves did not base). Here said the foundation, is refers to shooting cartoons must do things, such as market research, production cycle, film and television broadcast arrangements, books and audiovisual products display, other derivative products, market and how to operation and so on, but general animation production company or is operating companies always have such shortcomings. One: the animated confidence full, but in operation approval and broadcast grade can not reach the expected time, because many companies are ideal consideration is the film as long as through the approval of the State Administration of radio, film and television, television should give broadcast of course. Two: as long as my cartoon on TV broadcast, with the same name of the cartoon books and audio and video products in the market will certainly occupy a lot of sales share, the market will certainly be optimistic. Three: cartoon production and book production is not an industry, it is not a department approval, for granted to make the film and to operate the book, it willbe nothing to do. Four: Operation Planning lack of company personnel, said here is refers to the professional talent, and professional talent, regardless of the lack of any one company, especially have experience in the operation of the talent is the lack of. In our country in recent years in training animation talent invested a lot of energy, various universities basically set up a professional animation, but are relatively biased, pay attention to training of professional and technical, and the concept of animation and animation industry, animation operation, various universities are rarely involved, said the popular point is only taught children to walk, not to teach the children why go, did not teach children to walk toward the direction, didn't tell will meet what to go on the road, and develop the students "unrealistic expectations. Five: quick. Each animation companies want to in the country strongly encourage the development of animation industry fishing for the pot of gold, the basic work of Du'an don't have the heart to do, blundering psychology how can make a fine cartoons! Six: many animation company boss, are not doing animation was born, the animation only feeling in the film and television, they put other career earned money into the animation, in order to under the national policy of preferential fish pot of gold. Carries such a speculative psychology how to do the basic work it! This is the our country many animation planning status of the operation of the company.(d) the blind development of derivatives market"Horizon" anime version of the "Chinese cultural newspaper" published in the November 21, 2008, published an article by Zhaoying with Mr. write article: "comic books into three lying in the warehouse", mentioned in the text: animation company and publishing planning institutions, research results show that, during the same period, only 1 to 3 kinds of cartoon books can sell like hot cakes, regardless of the books at the end of 1 / 3 into permanent inventory. Equivalent to the animation books, animation derivative products also suffered the same end, even worse than this. Which is why it? Under normal circumstances, a cartoon making 52 episodes, 15 minutes per episode is regarded as long masterpiece, according to a daily broadcast set 2 calculation, also is not to broadcast to a month, on the replay and is only about two to three months. So, all of the derivative products only in the three to two months of sales is the best, after this period of sales decreased significantly. This means that any of the animation derivatives market has a considerable relevance to the broadcast of the animation, the timing of the television broadcast on the grasp to be fully considered. Must be coordinated, the number of production should be fully considered broadcast cycle. And China's cartoon broadcast not with subjective volition of the production company for transfer (which is decided by the television broadcast system of monopoly), and derivative products also have to operate in advance, put market opportunities such as are not allowed to grasp, inventory backlog caused by the inevitable result. And some cartoon broadcast simply did not consider the market prospects of its derivatives, to be able to arrange the broadcast is very good. This will inevitably cause the derivative product market blindness, also caused the Chinese animation derivatives market is between Japan and the United States has long after the market feedback has good market effect of animation and its derivative products brisk sales phenomenon. Some radical people say: more thanthe base of the company, the company more than the animation, animation than books, more than the sale of the library. It was ugly, but also to some extent reflects the current embarrassing situation of China's animation industry.(e) there is no formation of the industrial chainAnimation industry chain has not formed, is the cause of the plight of the animation industry is the most fundamental reason.As we have mentioned earlier, the animation industry is formed by the five links organically linked to a tight combination of the formation of a virtuous circle of industry chain. With cross industry, cross sectoral, cross regional, cross sectoral characteristics, the need for all sectors of the region between the various sectors of the automatic convergence. Such as "blue cat" after 3 years in the CCTV repeated play, continue to strengthen the brand image, catch up with products at the same time, establish their own sales channels, and formed with Chinese characteristics "blue cat" animation industry chain. And the combination of rainbow cat and children's products is also a very good case. If the animation industry does not form the integration of industrial chain, it is absolutely impossible to survive. Realization of animation works to the transformation of goods, the key is to have a good work. What's good works? Is the first good cartoon image. A good cartoon image in color, modeling to be cute, easy to develop the development of derivative products. Have a match with the story of the good, the most important is the cartoon image must be endowed with a kind of spirit, it should is a group of voice or have some spirit characteristics, can become the idol of this population. From the work to the product is also an important part of - product design. This is a lot of animation companies are easy to ignore the problem. I often hear such a phenomenon: some of the animation studio of the original staff, holding to design their own cartoon find a product production enterprise, expected to discuss the brand authorization, but did not consider this why enterprises choose his works do the brand image. In fact, the image of the original animation is just an artistic image, after the product design this program, you can attach to a variety of goods, and can produce a higher value added. It should be noted that the product design is based on the cartoon image has a high degree of recognition, and this image must be of vitality. China has organized a cartoon image of the copyright transaction, but with little success, the root causes of animation in our country there is little vitality of the cartoon image. In the animation industry has been spread in these words: "first-class production, second rate writer, the flow of the three marketing", "young authors lack of qualifications, experience, impetuous mood, superficial consciousness; a lack of work culture and connotation." It can be said that this sentence summed up the current situation of China's animation industry, but also the Chinese animation industry has a lot of confusion is the fundamental. In particular, focusing on the animation industry in the marketing problem, which is confused by many animation production units and planning the operation of the unitThe biggest problem. And the emergence of the problem, is the reality of our country produced the inevitable, bull management, multi phase elbow, catch condominium together is neat catch Gu pipe, policies from different departments,and at a loss.Conclusions:The entire animation industry can manifest the IT industry tension or cultural tension, in fact, more is it is a complex industry, and is not a single publishing industry, or single animation film industry. A product needs to integrate the image, rather than simply a link. Only a sound basis for the integration of marketing, the product will be able to release the largest market potential. Industry experts pointed out that we have a deviation of the understanding of the "animation". The original intention of the animation itself refers to the concept of a chain of industry, animation is not to refer to any one of the works, but represents a production from upstream to downstream marketing, peripheral product development of the industrial chain. Including producers, investors, publishing houses, television, etc., are just one part of the industry chain. The development of the Japanese animation industry is not because their creative staff than us, not because they are more advanced than us, but we lack the coordination of the whole industry chain. Because there are policy support, the Chinese animation market as a whole is optimistic about the future. The growth of any industry chain is the need of time, in the publicity system, incentive system and so on to adapt to the adjustment of the growth of the animation industry will be betterImprove the Chinese animation industry chain. The existence of confusion is understandable, is inevitable, but we should not be intimidated by confusion, should not be stalled in the face of confusion, also continue to explore, continue to reform to continue to get perfect and improve.reference:1] Wang Jizhong. Operation and management of animation industry [M]. Beijing: Communication University of China press, 2006。