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动漫景观作为动漫形象构成的现代景观,呈现在当代社会各个层面,体现了当代人的自由精神、独立个性、超越意识以及日常生活的审美化。本文主要以米老鼠、流氓兔、三只松鼠为例,探讨动漫景观在消费社会下产生的巨大商业价值;在景观社会中,动漫景观参与建构品牌文化,扩大品牌的知名度和影响力,巩固品牌忠诚度。研究表明,动漫景观作为文化软实力的重要组成部分,在品牌推广中发挥了积极作用,为未来动漫和商业营销的整合发展提供建设性指导。同时也启发我们:中国应该在悠久的传统文化的滋养下,创造出一个个生动活泼的动漫形象,形成富有中国特色、具有世界影响力的动漫景观。
The modern landscape of the cartoon landscape, which is composed of the cartoon image, is presented at all levels of contemporary society and reflects the contemporary people’s free spirit, independent personality, transcendence of consciousness and the aestheticization of daily life. In this paper, Mickey Mouse, the Mashimaro and three squirrels are taken as examples to discuss the huge commercial value of the animation landscape in the consumer society. In the landscape society, the animation landscape is involved in constructing the brand culture, expanding the brand awareness and influence, and strengthening the brand loyalty. The research shows that as an important part of cultural soft power, animation landscape plays an active role in brand promotion and provides constructive guidance for the future integration of animation and commercial marketing. At the same time, it also inspired us: China should, under the nourishment of a long tradition and culture, create a lively cartoon image and form an animation landscape full of Chinese characteristics and world influence.