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	我国动漫广告产业的新崛起; The New Rise of the Animated Advertising Industry in China
	陈培爱 ; 罗奕
	2011
关键词	动漫广告 传播优势 传统影视广告 animated commercials communication advantage traditional TV and film commercials
英文摘要	根据我国四家电视台动漫广告抽样的内容分析,国内动漫广告播出在影视广告中所占的比例较小,市场规模不大。从动漫广告所涉及的行业来看,虽涉及家电、汽车等行业,但仍以儿童产品、快速消费品及医药品为主。从表现形式来看,“动漫角色广告“占所有动漫广告的比例不到一半,但多以组合动漫形式为主,全动漫广告数量极少。另一方面,“动漫产品广告“占所有动漫广告的比例较大,但这部分动漫广告仅仅是传统影视广告实拍效果的补充,从根本上来说仍是传统影视广告的组成部分。; A content analysis on the animated commercial samples drawn from four TV stations in China has found that the animated advertising broadcasting only occupies 17.90% of the whole TV and film commercials in China.It shows animated advertising's humble proportion in the ad industry and its small size in the market.In terms of the trades,the animated commercials basically involve children products,fast-moving consumer goods and pharmaceuticals,with a light touch on home appliances and car business.In light of the manifestation,"animated role commercials" are 45% of the whole animated ads.And animated commercials are often combined with other advertising forms,and the complete animated advertising is rare to find.On the other hand,"the animated product commercials" occupy 55% of the whole animated ads,with a relatively higher proportion.Nonetheless,they are just the complement of the reality pat of the traditional TV and film commercials,and essentially could be taken as part of the traditional.
语种	zh_CN
内容类型	期刊论文
源URL	[http://dspace.xmu.edu.cn/handle/2288/122084]
专题	新闻传播－已发表论文
推荐引用方式 GB/T 7714	陈培爱,罗奕. 我国动漫广告产业的新崛起, The New Rise of the Animated Advertising Industry in China[J],2011.
APA	陈培爱,&罗奕.(2011).我国动漫广告产业的新崛起..
MLA	陈培爱,et al."我国动漫广告产业的新崛起".(2011).

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