| Cartoon and advertising have developed tighter relationship as the both industries grow and prosper fast. Cartoon has been obviously used more and more in advertising in various ways, which indicates increasing diversity in advertising. This paper is one of the few attempts so far to have a close look at advertising cartoon (the cartoon used in advertising) , which, as the name suggests, is a combination of the two. By comparison and content analysis, the thesis tries to study the characters and values of advertising cartoon, and probe into how cartoon is applied to advertising.The thesis pays close attention to how cartoon conveys information and its value. During the writing of the paper, the author has made extensive reference to previous studies in caricature, animation, commercial cartoon as well as literatures in semeiology, psychology and communication. The paper makes a good use of typical samples from The Yearbook of Chinese advertising works of 2000-2005 in its attempt to paint a panoramic picture of advertising cartoon, covering such specifics as different forms of cartoon and cartoon characters, how it is used in various advertising of industries and how they are associated with the products they speak for and the target consumers, etc. The aim is rather practical: to learn to better use cartoon in advertising.The theoretical part examines the characteristics and value of cartoon in advertising. Cartoon is itself art that communicates information through images; Cartoons are simple pictures and complex symbols in one; Cartoon communicates simple information and helps cheer up viewers; Cartoon visualizes ideas and emotions.The application part shows various aspects of cartoon applied to advertising. How cartoon is applied varies from industry to industry. Different forms of cartoon achieve different unique effects. Cartoon characters are closely linked to and restricted by the products they speak for, the theme of the advertising and the target consumer. |
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