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随着计算机科学技术的进步,人类社会迎来了以数字电视、网络、手机媒体等为标志的现代传播方式和以文化艺术为核心的创意经济。动画和漫画等卡通作品因为其形式新颖,创意独特和适用广泛,在整个广告创意产业中越来越突出,特别受到电视媒体的青睐。相比于传统广告,动漫广告在动漫技术飞速发展的推动下,从简单平面动漫-Flash动漫再到三维动漫,经过20多年的成长,产业形态和生产模式不断更新,从朝阳产业逐渐向支柱产业发展。本文通过分析调查三类不同模式的动漫电视广告策划,指明电视动漫广告形式的创新道路,为市场推广和学术创作领域均具有一定的参考价值。
With the advancement of computer science and technology, human society has ushered in the modern modes of communication marked by digital television, the internet and the mobile media as well as the creative economy centered on culture and the arts. Cartoons such as anime and manga are becoming more and more prominent throughout the creative industry as a result of their novel forms, unique ideas and their wide range of applications. They are particularly favored by the television media. Compared with traditional advertisements, animation ads, driven by the rapid development of animation technology, have grown from simple animation -Flash animation to 3D animation. After more than 20 years of growth, the animation industry has continuously updated its industrial form and mode of production. From the sunrise industry to the pillar industry development of. This article analyzes and investigates the three different types of animation television advertising planning, pointing out the innovative way of TV animation advertising form, which has certain reference value in the field of marketing and academic creation.