融媒体时代下二次元动漫在广告中的创作策略研究  

Research on the Creation Strategy of Two-dimensional Animation in Advertising in the Era of Media Integration

作　　者：钟铃铃[1] ZHONG Ling-ling(Tianjin Vocational Institute,Tianjin,300410)

机构地区：[1]天津职业大学艺术工程学院,天津300410

出　　处：《湖南包装》2022年第5期104-106,共3页

基　　金：天津市艺术科学规划项目(C16039);天津职业大学科学研究基金项目资助(20192110)。

摘　　要：融媒体时代下,随着90后、00后步入社会生活,成为消费市场中的新兴力量,二次元文化开始被商业市场重视。根据目前市场出现的二次元广告案例,深入研究分析了二次元动漫在广告中的5种创作策略模式,探讨二次元动漫广告机遇与挑战,对二次元广告设计的良性发展有积极长远的意义。In the era of media integration,as the post-90s and post-00s enter social life and become an emerging force in the consumer market,the secondary culture has begun to be valued by the commercial market.Based on the domestic practice of the first two-dimensional advertising,according to the current market of two-dimensional advertising cases,this article in-depth studies and analyzes the five creation strategies of two-dimensional animation in advertising,discusses the opportunities and challenges of two-dimensional animation advertising,which has a positive and long-term significance for the good development of two-dimensional advertising design.

关 键 词：融媒体 二次元动漫 广告 创作策略 

分 类 号：J954[艺术—电影电视艺术] F713.8[经济管理—广告]