| Animation is a bright future industry, which has huge potential and broad market space, our country is also developing the animation industry in policy, investment, technology, education and other fields, which has provided strong support. Animation is a wonderful art form, which is a synthesis of various art forms. Actually, animation character design process is equal of the artist perform in the film and television work, who is the recreate the role. Therefore, the image of a successful animated character can create a new animation industry.In recent years, we have been emphasizing the nationalization, localization, and the question about how does the role of animated character not only performs in individual character way, but also reflects the color of their own culture, then made the entire animation to success, which is worth being further studied.This paper take the animated drama "Qin Shi Ming Yue" for example, which is critically acclaimed in recent years, analyzing the character design and the other relevant elements in intensive way, including the setting of the story has an effect on the characters, the head and body ratio relativities about the characters, breaking the typical character way, which is filled by the color of national culture elements, clothing, and hair styling, in order to promote the products design derived from the industrial expand an so on. In the analysis of the various elements, compare the role of domestic character with some excellent animated image from other countries in horizontal way, and found its own advantages and disadvantages, put forward a proposal of Chinese animation character design's direction in future,which should be in modern context, combine with contemporary aesthetic to use their material culture in reasonable and flexible way, change the young age social attitude, create innovative and diversified image of animated characters for different audiences, in order to promote China's animation industry effectively.
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