Talk about animation

Abstract: The animation market in China has great potential. It has been 20 years since Japanese and American protagonists in China animation market, which is a painful and lost 20 years. The glory of domestic animation seems to have left the last century far away. What should we present to the audience who have been trained by Japanese and American animation in all directions? What is used to promote the development of domestic animation industry? What can be used to save China animation? An excellent animation work should fully respect the audience's aesthetic ability and integrate profound wisdom, pure childlike innocence, wonderful imagination and sincere feelings. This is a work of art that can deeply move both the author and the audience. The development of domestic animation mainly faces three obstacles: 1, and the source of subject matter is single; 2. Bound by traditional ideas; This story is very thin. Without original imagination, there is no charm of animation art. Imagination and creativity are mainly manifested in the artistic creation of film story structure, plot arrangement, character modeling design and film background description. To create works with national characteristics, the first thing is to tap the essence of China culture. Five thousand years of cultural treasures cannot be a burden, not just a superficial thing.

Key words: domestic cartoon, China characteristics, present situation, creativity, market, development.

Animation was born in France in 1877, before the invention of film. Chinese comic was founded by Wan Brothers on 1920, and then numerous animators participated in it. It has a history of 80 years. But in recent years, the animation market in China has shrunk dramatically. With 1926, China's first animated film, The Studio Makes a Big Scene in Heaven, 19 1 became famous all over the world, and 1979 produced What's the Sound of the Sea, 1984 can be called the classic Black Cat of the Sheriff and 6544. China animation industry is floating in the wind and in a weak position. The glory of domestic animation seems to have left the last century far away. What should we present to the audience who have been trained by Japanese and American animation in all directions? What is used to promote the development of domestic animation industry? What can be used to save China animation?

This polarization phenomenon has attracted the attention of our group, so we decided to make further investigation and exploration on the animation in China, so as to analyze the current situation of animation development in China. Where is the crux of the slow development? How to explore a road suitable for the development of animation in China is an urgent problem for domestic animation.

Methods and Objective: According to the content and actual needs of this topic, primary and secondary school students are selected as the research objects, and the survey method is questionnaire survey. We always * * * distributed 200 questionnaires (valid questionnaires 186), and adopted a unified questionnaire to gain insight into the problem through different people's views on the same issue, thus ensuring the smooth progress of the research and achieving the final research goal as accurately as possible. The main purpose of this questionnaire survey is to understand the status of China's original animation in the minds of primary and secondary school students, and their views on the current situation and development direction of animation in China.

Results and Analysis: From the investigation report of "Asian Cartoon Comic Exhibition" on August 5th, 2000, it can be seen that the popularity of China 14-20-year-old audience to Japanese and Korean animation programs is 82%, that of European and American animation programs is 8 1.5%, and that of domestic animation programs is only 44.5%. While domestic animation has not received much attention, it has left a "boring" and "naive" impression in people's minds. Some domestic cartoons not only have no obvious personality, but also have strong Japanese and American animation styles and brands in creative skills and picture styles.

So, what is the status of domestic animation in the eyes of primary and secondary school students? What are the obstacles and prospects for its development? Has it become useless? ..... These questions are what we want to know in this survey.

The following will further analyze and discuss some typical problems in the investigation.

Question 1: Where do you think the overall quality of animation is the best (or where do you pay most attention to animation)?

(Design purpose: To understand the status of domestic animation in people's minds through the love of primary and secondary school students in major regions)

Analysis: From the statistical chart, we can easily see that the popularity of Japanese and Korean animation is as high as 57.79%, while people's love for domestic animation is only 17.09%. It is hard to imagine how low China's original animation is in people's minds. Today, when Japanese animation is in power and American animation blockbusters are pouring in, how to develop China's original animation and get rid of the passive situation at this stage is a problem that every animator is thinking and exploring. It will be further analyzed below.

Question 2: What do you think are the obstacles to the development of animation in China?

(Design purpose: To understand the crux of the slow development of domestic animation, so as to put forward suggestions for improvement)

Analysis: The results show that the development of domestic animation mainly faces three obstacles:

1, single source of theme (2 1.37%): Most domestic animations are created based on historical themes and historical stories. Although this kind of works has the national style of China, many of them are just a mere formality, with a single theme that imprisons imagination and lacks innovative highlights.

2. Bound by traditional ideas (18.32%): One-sided view that animation is pure children's entertainment, which has stronger educational significance and pays more attention to knowledge indoctrination and education. Too much emphasis on meaning, the first practice of the theme is blocked and the thinking is rigid.

3. The content of the story is thin (16.22%): the single source of the subject matter and the bondage of traditional ideas will inevitably lead to the thin content of the story. In the plot arrangement, the story structure of China's animation lacks strength, the description is too thin, and there are not many details. From the beginning, we can think of the ending.

Question 3: What do you think is the biggest change of China animation?

(Design purpose: to determine the "prescription" of "the right medicine" for domestic animation)

Analysis: From the statistical results, we can easily find that most people think that domestic animation needs to be improved: creativity, animation technology, animation image and adaptation to age.

Only by constantly innovating and winning by surprise can the artistic characteristics of animation have long-term vitality. Without original imagination, there is no charm of animation art.

Question 4: What advantages do you think China animation has compared with other countries?

(Design purpose: To understand the advantages of developing animation industry in China, so as to foster strengths and avoid weaknesses)

Analysis: From the statistical chart, we can see that the cultural treasures of 5,000 years have laid a solid artistic foundation for the development of China animation. We should be good at excavating the essence of China culture and creating works with national characteristics. So is the huge domestic market.

The development of domestic animation works provides external development space. We should be good at grasping and tapping the market, so as to promote the development of domestic animation industry.

Question 5: According to the current situation, what do you think is the development prospect of China animation?

(Design purpose: to understand the confidence of primary and secondary school students in the development of domestic animation)

Analysis: Most people still think that the development prospect of domestic animation is average or interesting, which shows that people are still in the expected position for the development of domestic animation. Society is developing and ideas are changing. If animation does not keep up with or lead the trend of the times, it will be bored and abandoned by the audience. To develop any kind of industry, we must have confidence in the animation industry in China, so as to go on for a long time.

Discussion and Suggestions: In fact, China Animation has experienced a glorious period since its establishment. After the founding of New China, chinese comic's ink animation "Little Tadpole Looking for Mom" and "Moody" won many awards internationally. In 1960s, the animated film "Make a scene in Heaven" directed by All is Silent created a huge image of the Monkey King. In 1979, Wang Shuchen, Yan Dingxian and Jingda Xu directed Ina's The Noisy Sea, and later Three Monks and Luming Literature Bell. They are all works of world influence. The artistic level of Chinese cartoons has not only won the recognition of the international community, but also made cartoons with China national characteristics penetrate into the people of the world. Because of its unique national characteristics, Chinese cartoons are independent from the world animation forest, emitting unique artistic charm and gaining higher and higher reputation at home and abroad.

Today, when Japanese animation is in power and American animation blockbusters are pouring in, how to develop China's original animation and get rid of the passive situation at this stage is a problem that every animator is thinking and exploring.

A good cartoon, first of all, lies in the creation of animation content. If we give animation a low starting point from the beginning, then the final product will definitely be a low-grade thing. An excellent animation work should fully respect the audience's aesthetic ability and integrate profound wisdom, pure childlike innocence, wonderful imagination and sincere feelings. This is a work of art that can deeply move both the author and the audience.

In fact, animation is very expressive, including puppets, shadow puppets, paper-cuts, origami, ceramics, plastics, gypsum and bamboo chips. Different ways of expression cooperate with the theme to be expressed, so as to fully achieve the unity of content and form. Animation uses these special means to reflect life, which can achieve something that other art forms can't achieve, such as live performance, namely "illusory imagination" and "extreme exaggeration", which is an important feature of the artistic law of animated films. The imagination of animation is also multifaceted. One of its important factors is that it is not limited by subject matter, genre, style and style. Just like a magician, you can keep innovating and winning by surprise, and artistic features can have long-term vitality. Without original imagination, there is no charm of animation art. Imagination and creativity are mainly manifested in the artistic creation of film story structure, plot arrangement, character modeling design and film background description. In the plot arrangement, the story structure of China's animation lacks strength, the description is too thin, and there are not many details to pave the way, so we can think of the ending from the beginning. Moreover, the characterization is too playful, and the good guys are good to the end, and the bad guys are bad to the end, resulting in a dull and lifeless character. This requires the creator to dig deep into the artistic perception and imagination.

Now there is a common saying in literary and art circles, "China's national characteristics". What are the national characteristics? "China characteristics" should not be a conceptual term, but the core of the film is the key. To create works with national characteristics, the first thing is to tap the essence of China culture. Five thousand years of cultural treasures cannot be a burden, not just a superficial thing. National characteristics should be a realm, a character and a confident attitude.

In the current situation of relative lack of funds and resources, China animation should pay more attention to expressing more humanistic spirit and originality through cartoons, and unilaterally pursue high technology while ignoring the content of animation art, which not only does not conform to the reality of China, but also makes animation lose its essence and makes technology a restrictive factor in the development of animation. When learning from foreign excellent works, we should also avoid following the trend, and lose the originality of animation in order to cater to the audience's taste one-sidedly. These are all misunderstandings in animation creation that we should avoid.

China animation industrialization is not an isolated process, but is inextricably linked with all aspects of the policy system. At the beginning of reform and opening up, the animation industry in China needed policies to create a good development environment. However, China has not formulated an overall or long-term development plan for the development of animation industry, nor has it a set of corresponding protection and support measures. Facing the invasion of foreign powerful animation, the weak animation industry in China has no defense at all.

The development and revitalization of China's original animation needs not only the continuous innovation and efforts of animators, but also the support of the whole society.

The cultivation of art should start with children. But this kind of cultivation should not be indoctrination of rigid dogma, but should focus on developing creativity and imagination. Animators should broaden their horizons, get rid of the impetuous thought of quick success and instant benefit, and calm down to deepen their personal humanistic quality. In the face of animation creation, we should keep a naive childlike innocence and imagination. Explore and study from the aspects of art, thought, philosophy and society.

In addition, the government should increase its support for the animation industry, formulate reasonable policies and make unified planning to make the whole system develop in an orderly manner. At the same time, reduce the constraints on the animation industry, avoid unreasonable competition, and truly move towards marketization. To make China's original animation rise, we must embark on the road of industrialization, form a unified, efficient, competitive and influential industrial chain, and gradually move towards a virtuous circle of input and output, so as to change the current situation of domestic animation industry.

Increasing cooperation with foreign animation companies is also a path that can be tried. Using mature foreign technology and favorable resources, learn from each other's strong points, learn from the mature operation mechanism of foreign animation industry, and combine with the actual situation in China, we can find a road of animation suitable for China.

Conclusion: China animation has great market potential. It has been 20 years since Japanese and American protagonists in China animation market, which is a painful and lost 20 years. China animation should break through the mindset and tap the market. The high artistic connotation ensures the long-term vitality of the film, and the good market return also provides funds for artistic re-creation. We should start to eliminate the bottleneck that is not conducive to the development of animation communication system as soon as possible, and form a benign interaction among government, industry and market, social benefit and economic benefit, producer and audience, so as to truly put industry development and audience first and realize the revitalization of China animation. A country's prosperity and stability are based on a solid economic foundation. Don't forget, animation is also an important brick of this foundation. In the new century, China animation has broad prospects. Let's work together and look forward to the bright future of China animation!

References:

1, computer enthusiasts, 2007, 17.

2. Discussion on the current situation and development of original animation in China (/20050605/n240092707.shtml).

3. China Animation Network (/)

Now, whenever China animation is mentioned, it will inevitably be associated with China football. Everyone's attitude towards both is the same-anger is indisputable. It's scary, but they often pay attention. I hope they can make a breakthrough one day. This is also the general mentality of domestic anime fans. A few years ago, the state issued an opinion on strengthening the development of animation in China, and animation companies and so-called animation colleges in China mushroomed. In just a few years, there are tens of thousands of animation companies, more than 200 animation colleges, and the State Administration of Radio, Film and Television announces exciting news such as how many minutes domestic animation has broken through every year. And what is the current domestic animation like, and what is the current situation of this so-called sunrise industry? Let's explore the mystery.

Reasons for the Backward Animation in China

1. started early, starting in the fifties and sixties. The ink animation made in those years was a must at that time, and there were later canvas animations. Unfortunately, China failed to pay enough attention to this industry, and nature, a new art category, failed to maintain its advantages and keep innovating, which eventually led to technical stagnation and lagged far behind foreign production levels.

4. Affected by the current environment, the ability of talents is severely restricted, and the sense of innovation cannot be effectively developed. Many people copy it without their own animation features, which makes them very attractive.

3. Immature market environment. In China, limited by traditional ideas, many parents in China think that animation creation is idle, and animation film and television will affect children's learning, and they are often opposed to animation. This concept occupies the main thinking of society, which makes China's animation creation lack a good environment and space. Bookstores, schools and other cultural places do not attach importance to animation creation, and even regard it as heresy, so that the works of many domestic animation writers have no market in China and have to be sold to foreign animation creation companies.

4. Due to the management's wrong positioning of the audience of animation products, the audience of animation products is single in age, has no consumption level, and is not the mainstream of fashion. Many animations are only aimed at children, and very few are aimed at teenagers and adults.

5. It is difficult to get the funds in place, which leads to domestic enterprises not having enough funds to make cartoons.

6. There is no complete animation industry chain. The animation industry in China is basically concentrated in two links: animation production and TV broadcasting. A complete and mature industrial chain has not yet been formed, and derivative products have not been fully developed. Coupled with the influence of piracy, it is difficult for many animation companies to recover their costs and make profits. At the same time, the animation industry lacks a professional operation and management team, which greatly restricts the development speed of animation industrialization. How to carry out successful industrial operation and form a benign industrial chain has become an urgent problem for animation enterprises.

The lack of animation talents makes it difficult for the domestic animation industry to replenish fresh blood. For a long time, China's traditional cultural education has imprisoned people's thoughts to a certain extent, forming a submissive and unified traditional cultural psychology. However, the creation of animation can not be separated from rich and extraordinary imagination, and sometimes it needs extremely exaggerated imagination, which is an art and a science. The lack of original animation talents and the backwardness of talent training mode have become the key to restrict the development of China's animation industry. It is understood that the domestic animation industry urgently needs creative R&D talents, composite animation talents with both art and technology, and commercial development talents. At present, there are less than 1 1,000 animation practitioners in China and only13 in South Korea, so there is a serious shortage of animation talents in China.

⒏ China's animation works are always too conservative in production concept. An anime fan thinks that some of China's anime works sometimes emphasize educational significance too much, just like an old pedant, and the comic works themselves have no entertainment elements. At present, many animation works in China are pirated, and the stories are dull and tasteless, lacking creative works. Many works change their heads without changing the plot. Domestic cartoon images are not cute and lack sense of humor and exaggeration; Anime stories are old-fashioned and naive, lacking independent innovation; Cartoon characters are rough, mediocre and even offensive, and have no aesthetic feeling. These old problems that have plagued the animation industry in China for many years have not changed much. Therefore, in people's minds, there is no concept of "Made in China" in the comic book world.

(9) As for the profit, 60% or 70% of the role design and post-production of foreign animation works are completed by China screenwriters, forming an outsourcing service accepted by everyone in the animation industry. A good original animation screenwriter can generally get a processing fee of more than one minute 1000 yuan when receiving foreign orders, while the income from creating for domestic companies is only 300 yuan to 400 yuan. The income gap also causes domestic excellent works to flow abroad.

In China, where the animation industry chain is developed, the development and support of original animation are not paid enough attention. Comics can extend animation and have a huge market prospect, but there is almost no movement in China at present. Original cartoons are the basis and origin of animation and games. Without thriving comics, it is difficult to change the current state of insufficient stamina.

1 1. The theme of animation works is not diversified enough. In China, animation themes are basically girls' works, and other types cannot be tried and created because of policies and other reasons, so that the works are single and cannot promote the development of animation. Thus, if we want to wait until the climax of animation development in China, we may have to wait nearly 10 years.

It is impossible and unrealistic to let China's animation develop rapidly now. Japan and the United States, as big animation countries, have experienced decades of precipitation and countless people's efforts from the appearance of animation to such a huge industrial scale, so they should be patient with domestic animation and move forward step by step.

What is commendable is that at present, some animation works have achieved good results, such as Bright Moon in Qin Dynasty, Pleasant Goat and Big Big Wolf. At least whether it is word of mouth or box office. In fact, since Lotus Lantern, China animation has been gradually exploring its own path, but the cruelty of reality will inevitably make this road full of thorns. Only by not being afraid of difficulties can we have a better tomorrow!

Let's sum up the current situation of animation in China with the words of an animation director who has struggled for many years, and encourage ourselves that the road is tortuous and the future is bright!