Classic Cartoon Image Study In American And Japanes History

From integrated perspectives of history, aesthetics and semiotics, this study attempts to provide insightful semiotic and cultural analysis to 226 classic images in American or Japanese cartoon/ animation.After an investigation the research points out the underlying causes of current stagnation for original Chinese cartoons which have been vigorously supported by preferential policies and an enormous market; it refutes the stereotypical notions among cartoon professions and researchers as well. After summarizing successful manipulation experiences in American and Japanese cartoon industries, this study puts forward that the ignorance of cartoon image in creativity, production and application has checked the further development of Chinese cartoon industry. Moreover, this study proposes two original laws: firstly, as animation industry is essentially image industry the appeal to the cartoon image is one of the determinants for industry competitiveness. The images in cartoons, like stars in movies or in commercials, are integral part to its success; secondly, as U.S.A and Japan have fully understood that cartoon images are typical semiotic texts and carton production is characterized by semiotic production, their success lies in their skilful manipulation of carton symbols both as contents and as commercial instrument, from which Chinese cartoon industry at its onset should learn that the core lesson is to protect copyrightable cartoon images. To reiterate the importance of cartoon images to cartoon industry , this study has approached cartoon image study from historical perspective, attempting to construct a panorama of commercial cartoon images with Marxist historical research methods .Thus, the research digs out a flood of primeval cartoon pictures images ever recorded in history, ranging from primitive profiles in the Stone Age in Majiayao or fictitious God cartoon images in ancient Egyptian temples. During the late 19century or early 20century, cartoon technology has taken shape, and cartoon images, shaking off their primitive features, have entered its modern times. The purpose to trace the birth of modern cartoon images and to investigate into many No.1 in cartoon history, is to reveal cartoon images'cultural significance by unveiling cartoon production techniques and its artistic decoration usages.This research is a systematic and theoretical study on cartoon images and their cultural assumptions. On the other hand, it provides statistical analysis of cartoon audience sample survey, which is conducted in ten cities like Beijing, Shanghai, Chengdu, Hangzhou etl. Together with the survey " My Favorite Cartoon Images" in 2005 by Digital Entertainment Research Center of Zhejiang University in five cities and another supplementary survey in 2006, the research has sorted out influential cartoon images and prototypes in history from world-leading awards, and in high-boxing cartoons.The fact that commercial cartoon market has long been dominated by the USA and Japan has incurred direct economic losses for Chinese cartoon consumption market. Above all, the future cultural crisis would take place if Chinese youth had immersed themselves in their favorite American and Japanese cartoon images, through which American and Japanese cultures compete with Chinese culture. Knowing our strength we can make the best of our advantages and bypass our disadvantages. In order to bridge over development between Chinese and world cartoons industry by comparing and contrasting Chinese and world cartoon images, the clarification and analysis in this study both enjoy theoretical as well as practical significance. Practically, it has paved a new path to the healthy development of Chinese cartoon industry; theoretically, it has opened a new approach to current semiotic study of cartoon images.The comprehensive analysis of each cartoon image from aesthetic, cultural, and historical perspectives have deepened and broaden our understanding of successful commercial cartoon images. In the semiotic analysis of cartoon images, the study proposes the view of " cultural symbol transformation", in which the marketing of cartoon image and its derivative goods is the process to transform cultural symbols into industrialized symbols.In light of Disney's glory, the study has classified Disney's history into three periods: Pre-Disney Period, Disney Period and Post-Disney Period. Through such efforts, American cartoon images in Pre-Disney period, oblivious in the history, is unearthed and recorded in world's cartoon history for the sake of scientific objectivity and completeness.In the discussion of classic Japanese cartoon images, the study has introduced the notion "sublime sentimentality" to construct cultural and semiotic study of Japanese cartoon images. Through such studies on Tezuka Osamu and Studio Ghibi, especially Hayao Miyazaki's cartoon images, the audience's popularity and reception is analyzed in cultural dimension.The dissertation consists of six chapters. In the introduction chapter, the author has stated cartoon image proposition and defined the notions like commercial cartoons, cartoon image, primitive cartoon images. Research objective and research methods are described in this part. Chapter Two deals with the literature review of cartoon study at home or abroad. The former has summarized Chinese cartoon image study development and pointed out the general tendency from cartoon history, cartoon image evaluation, image creation in textbooks, construction of cartoon image theory and cartoon image files in cartoon dictionaries. The literature review in other countries has summarized world's cartoon history and cartoon basic theory from cultural angle, and evaluated oriental cartoon images in world cartoon discourse, focusing on Disney and its cultural values. Chapter Three clarifies many No ls in cartoon history by tracing back its origins.Chapter Four and Five are the research focuses. It starts from the birth of American and Japanese cartoon images. In the following it provides comprehensive cultural, semiotic, as well as historical analysis of classical images in American and Japanese cartoons. The lives of landmark cartoonists are introduced to reveal aesthetic, cultural and semiotic values. The efforts are directed to deepen our cultural schematic cognition in cartoon image creation. Chapter Six devotes to semiotic meaning of cartoon images, with illustrations to prove that cartoon images are semiotic production and communication, and that typical cartoon images are typical semiotic texts. It also states that cultural values of cartoon images are to rewrite cultural symbols, which establishes industry symbols and industry values, The concluding part has summarized four common features for audiences' favorites cartoon images and general rules that govern classical commercial cartoon images.By clarifying classical commercial cartoon images in advanced cartoon industry countries such as the USA and Japan, this research presents a series of classic cartoon images and analyzes the semiotic features and cultural significance. It discusses the underlying causes why Chinese cartoon industry can not achieve sustainable development from a new point of view. And finally it has dissolved the individual's doubt whether Chinese cartoon industry can not achieve sustainable development. In a word, the research has reached its research objectives.