A Study On Application Features Of China’s Animation Advertisements

The animation has become one of the most potential booming industries in Chinaas the country’s digital technology development and policy support over the past years.At the same time, the advertising industry is still striving to make difference andchange, and the unfolding ways of advertisements has greatly diversified. Theanimation advertisements integrated with animation and advertisements has graduallyattracted eyeballs of scholars and people in advertisement circles, however, it is still anew subject which stays at a primary level in China. It is still a long way to go beforegetting a great triumph.This paper will try to clarify the notion of animation advertisements andcharacters. Introduce different styles of animation advertisements in several mediaoutlets, and summarize the exaggerative, ornamental and dramatic characteristics ofanimation advertisements. Then the thesis conducted a content analysis on theanimation works selected from the 《IAI China advertising works almanac》（2008-2010）, in a bid to explore the characteristics of China’s animationadvertisements in a practical way, and to find the media outlet features on theapplying of animation advertisements, including the features in the animation fields,the applying extent of animation elements, the dramatic, serial and connectivefeatures on the making of animation advertisements. In the end, the paper finds therehave been insufficient animation advertisements with less creativities and connectionsin the applying of advertisements. This paper believes that the development ofanimation advertisement, animation industry and advertisement industry has beenclosely connected in this digital era, and proposes suggestions on the shortcomings ofChina’s animation advertisements in terms of the perspective of animation company,advertisement company and advertisers.