The Research On Government Behavior Of Animation Industry Brand Communications

With the great attention and vigorously support by government, the Chinese animation industry has entered a rapid development stage in twenty-first Century. The cartoon productivity increased rapidly and China has become the world’s biggest animation production country. The poor quality of animation industry brand has hampered the growth of production. To alter this awkward situation, the animation industry brand construction is on great urgency. Besides, it is very important that the animation industry brand construction under the introduction of government.For the issue of government how to guide the animation brand construction, I will offer some proposals by the research on government behavior of the cartoon productivity increasing under political economy of communication perspective in this paper. Government can guide the brand construction with these ways:to tap local culture, to cultivate target audience, to build new media platforms.Last, under the comparative analysis with The Dreams of Jinsha, The Kung Fu Panda and The Pobaby, the aim is to make some useful idea of government how to guide the animation brand construction in the future. The Kung Fu Panda is the typical representative which contains elements of Chinese culture. The Pobaby is the knockout of local animation brand with rich root characteristics.The innovation of this paper is that the political economy of communication theory applied to the animation brand construction in the framework of the research of brand communication, government behavior of building a animation industry brand exploratory research to do that.