• Cartoon and Animation Studies
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• s.36
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• pp.75-89
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• 2014

Since the first animated Chinese commercial titled directed by Wan Three Brothers in 1926, Chinese animation commercials are steadily increasing every year. The proportion of animation commercials in Advertisement industry increases gradually, animation becomes one of the direct means of rising commodity value. In this premise, this paper researches the history and characteristics of animated commercials, compare and analyze commercial samples from two world advertisement festivals and four Chinese advertisement festivals. Compared the world animation-advertisement market, Chinese animation-advertisement market is relatively limited under its particular status. Under the condition, this paper will analyze the current situation of Chinese animation advertisement through the samples from advertising festivals. Finally, the paper concludes finding out ways of development and effective marketing of animation commercial industry in China by checking out animation advertisement in industrial classification between Chinese and world's advertisement market.

• Cartoon and Animation Studies
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• s.34
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• pp.197-217
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• 2014

The 1920s and 1930s ushered in "the golden age" of Chinese comics when the comics flourished. Satirical cartoons in modern Chinese comics were popular due to emotional instability and war caused by foreign powers. Among many popular comics, this paper analyzes in the 1920s and in the 1930s which were made into films and dramas. Chapter Two shows that China in the Republican era of China expanded its consumer culture into some sectors like films, novels, magazines and fashion in the 1920s and 1930s. However, more than any other things, this chapter considers from the historical perspective "the golden age" of comics including comic magazine in the 1930s and a history of comic magazines that gained popularity with conventional and common story. Chapter Three explains that social satire cartoons were in vogue since the May Fourth Movement and anti-imperialistic and semi-feudalistic stories in the 1920s were realized in life. It also says that comics that describes the negative sides of its society were popular. Ye QianYu, a cartoonist, portrayed many facets of Shanghai through : the daily life of the middle and lower classes, bureaucratic corruption and sympathy for the working class. drawn by Zhang LePing describes the unfair social system between the bourgeoisie and the proletariat and the gap between the rich and poor through the main character, the powerless and poor orphan. and lampooned the reality of its time in an objective, witty and humorous way in terms of ethics and economy respectively. The researcher chooses to study and which are very familiar to us, because good cartoons, animations and movies stimulate the feelings about our surroundings.

• Cartoon and Animation Studies
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• s.39
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• pp.349-363
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• 2015

As the market sheare of the Chinese game market across the world has been largely expanded over a decade, big game exporters of USA, Japan, Korea have developed Chinese factors and promoted export strategies, that target China. The Purpose of this study is to analyze the popular game characters of USA, Japan and Korea in order to provide empirical analysis of traditional Chinese elements applied in existing games. The RPG games in USA, Japan and Korea were selected for the contents analysis of the Chinese elements to show how the existing game companies used Chinese elements. The main findings of the research from survey data are rather inconsistent with the content analysis. In particular, all the RPG game companies of USA, Japan and Korea showed a remarkable ratio of using Manzu clothes more than Hanzu clothes. But, the preference of real game users on the Manzu style were lower than Hanzu style. Moreover, Chinese users showed more preference of the game character background that users more deepen Chinese culture. We suggest that applying Chinese elements need to be more selective based on real user's demand.

• The Journal of Korean Philosophical History
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• no.39
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• pp.221-235
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• 2013

Through the comparative analysisand inductive research on main creation styles of Chinese, American and Japanese animation films, a conclusion can be given out, which means that the animation film style of each country can hardly be formed without their own traditional painting art, aesthetics habits and ways of thinking. It is these characteristics that form their unique animation film style. America emphasizes realism art, development and utilization of new technology, Japan pays sepcial attention totraditional painting art and comic stories. In business aspect, they bring about different business models relying on the experience of satisfying the diverse needs of domestic and global entertainment markets. When it comes to the content field, they carry forward universal values and meet the individualistic heroismso that a variety of business animation films and art animation films find their ways into the global market and acquire great popularity among audiences from all over the world. Through the comparasion of American and Japanese animation films, a new view to analyze the animation films of China is created. Animation creation is largely based on the need of socialist ideology from 50s to 80s. Even though the purposes of animation film creations returned to satisfying the diverse requirements of commercial markets and audiences, the consequences, such as the break gap of creations and talents, the lack of diverse creative styles and commercial market operation mechanism, sitll affect China's animation films today. Japan found thier position from the American model and became successful. Nowadays, China need find our own creative style and position from American model and Japanese model. And the systematic reformings that are detailed in the government managements, industry standards, internationalized talents cultivation and accumulation are the essential point.

• Cartoon and Animation Studies
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• s.20
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• pp.75-86
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• 2010

Recently, as the number of female players has increased rapidly, the electronic gaming industry has begun to look at ways to appeal to the largely untapped female market. According to the latest game market investigative report by China Internet Network Information Center (CNNIC), the total number of game players in China increased by 24.8% in 2009, reached 69,130,000 people, and 38.9% of them are female players. This growth in the number of female player is corroborated by a series of investigative reports from IResearch Company in Shanghai, China: from 2003 to 2009, the number of female players grew from 8% to more than 49%. Therefore, no matter how much attention the game production companies have given to male players or how they have ignored the female players before, the companies would be sensible to face up this reality and adjust their marketing policy a bit more. This article analyzes gender preferences in video games which shows that male players are more likely to be attracted to elements of aggression, violence, competition and fast action in electronic game-playing, while female players are drawn to emotional and social aspects of the games such as an understanding of character relationships. The literatures cited indicates that female players also show apparent preference for games with familiar environments, games that allow players to work together, games that have more than one way to win, and games in which characters do not die. It also discusses the characteristics of female-friendly games from the aspect of emotion, pointing out that the simulation games involving pet, dressing-up, and social simulation games are very popular with female players. Because these are the most suitable game types to fill with emotions of love, share, jealousy, superiority, mystery, these are absolutely attractive to female players. Finally, in accord with the above, I propose some principles of designing female-oriented games, including presenting a good-looking leading character, making the story interesting with "live" NPCs(Non-Playing Characters), and finding ways to satisfy female nature instincts such as taking care of others and the inborn interest of classifying and selecting.

• Cartoon and Animation Studies
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• s.11
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• pp.55-72
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• 2007

Entering the Chinese animation market is a requirement for the survival and growth of Korean animation industry. While the size of Korean domestic animation market is not big enough to explain the investment for the production of animation project, the rapidly growing Chinese market provides a great potential for Korean animation. However, in recent few years, a high entrance barrier has been raised by Chinese government who aggressively enforce the strong policy to protect and develop the Chinese animation industry, by blocking the foreign animations out of Chinese domestic TV broadcasting. As a result, Chinese animation industry has witnessed a rapid growth enough to satisfy the domestic TV programming needs, and there seems no room for Korean animation to be exposed to Chinese animation consumers, whether through export of the program or co-production with Chinese companies. Through the study on Chinese government's policies and recent development of Chinese animation industry, this article is suggesting a new strategy for Korean animation industry to effectively exploit the Chinese market. In order to overcome the entrance barrier, Korean animation industry should satisfy the needs of Chinese government and industry for mutual benefit of both countries, and it can be accomplished by positioning Korean animation industry as a partner for Chinese industry, helping China in its way to the No.1 position in the global animation market. By providing the creative development capability, business knowhow and global marketing network for the co-production project, Korean animation industry can make a win-win situation for both countries, and at this point of stage, it would be the most effective way to make a meaningful presence of Korean animation industry in Chinese market.

• Cartoon and Animation Studies
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• s.40
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• pp.83-107
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• 2015

Propaganda is often accepted as the political promotion that had used mostly by the socialist states during the First and the Second World Wars and the Cold War and by Hitler who governed Germany. Therefore, cases of the study on the image and picture propaganda were mostly posters or films of the socialism period when the propaganda was active. However, today it is not easy any more to find propaganda of the clear promotion characteristic as the past. In these modern times, it has changed into metaphorical propaganda based on 'persuasion', rather than publicity like past. Therefore, it has been changing from the direct promotion of the past into the indirect persuasion; and from the raw, direct and powerful publicity and claim into the soft and metaphorical persuasion and appeal. Thus, investigating again the contemporary propaganda will be an important element in analyzing contemporary images. The animation, selected as a target of the analysis of propaganda, exists in various ways in various images of the modern times, which is not too much to say that today's society is the television society. Besides, the animation is the image that can cover all ages as men and women of all ages can watch, so it is proper for analysis of the contemporary propaganda of metaphorical, indirect and various forms.

• Cartoon and Animation Studies
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• s.50
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• pp.23-42
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• 2018

Currently, two-dimensional culture is the main keyword in Chinese contents market. In China, many capital and economic giants have entered into two-dimensional cultural market because the number of users and the interest of the public for two-dimensional culture are increasing day by day. The reason for the rise of the two-dimensional culture into the mainstream culture is not only the switching of the mainstream consumer class but also Two-Dimensional Culture forms a huge industrial chain covering many areas including movies, performances and theme parks in addition to ACGN (Animation, Comic, Game and light Novel), the second is that more people are participating in Two-Dimensional Culture due to the specific audience with high social environment and loyalty and the third is looking for the role of the users in Two-Dimensional cultural content from three characteristics, such as strong cultural prevalence. This study analyzed the Chinese two-dimensional cultural environment through PEST(Political, Economic, Social and Technological analysis) In addition, as the ecological environment and communication method of Two-Dimensional Culture users changed, the users became active participants and the second producers of contents. I examined the way of using the users' contents through the phenomenon of 'Barrage'. Therefore, this study discussed the appropriate development path for the user-oriented contents industry in the Chinese Two-Dimensional cultural environment.

• Cartoon and Animation Studies
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• s.18
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• pp.17-35
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• 2010

The purpose of this study is to find out the way to improve the funding system of Korean animation, which will lead the establishment of virtuous circle of Korean animation industry. The funding structure of Korean animations in the period of 2005-2009 is analyzed to find out that the funding surveyed to find out that the domestic funding source for Korean animation has reached its limitation. Without any active involvement of public fund, this will result in the shrink of Korean animation industry with heavy reliance on foreign capital and limited quality of Korean animation. This is not only a serious problem of Korean animation industry, but also the problem of Korean cultural identity and variety because it is related with the diminish and degradation of Korean children and family content. Meanwhile, in France and Canada, which are the major co-production partners of Korean animation, the animation production is being activated by the full support of government fund system, because the animation is regarded as the important genre which plays a critical public role in establishing the cultural identity and variety of such countries. Improvement of Korean animation funding system is not pursued by more injection of public fund into the industry. It should be designed to facilitate the investment from the private sector by improving the profitability of Korean animation. This goal can be achieved by public fund with annual budget of 25 billion Korean Won supporting the distribution and production of Korean animation. Discussion should be needed for securing the funding resources such as establishment of new animation fund or utilization of existing fund.

• Cartoon and Animation Studies
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• s.45
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• pp.479-512
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• 2016

This is a practice-based research, aiming to explore the experiments of Animated Documentary, which is a unique form can explore the mysteries and complexity of memories. Animated Documentary is a medium through which one can reveal an individual's memories within the context of a narrative that is historically situated and influenced. The marriage of animation and documentary gave birth to a new form of film. How to category this new form? Is it an animated short or documentary short? In fact, this raises issue that questioning the nature of animation and documentary. From Shuibo Wang's works, more young Chinese artists began to experiment with symbols (related to the Political Pop Trend) in visual narration, which could also be seen as a reflection of structuralism and semiology in the contemporary Chinese art field. As a case study, this paper demonstrates how animated short "Ketchup" revealed the problems of youth and social turmoil through the memories of a six-year boy. On the Festivals and conferences, the publics were shocked to know "Ketchup" based on true memories, and they were more curious why the crucial things almost be forgotten. Actually forget fulness is one of the layers of memories and Animated Documentary will offer a new way to explore how our memories are shaped.