Study On The Phenomenon Of American Animated Film Of "Whole Age"

Traditionally,the animated film is aimed specially at children,so its box office should be limited.However,we have witnessed many good American cartoon movies rank top in the box office,even surpassing the mainstream movies.This phenomenon suggests that quite a few of the audience are adults.This point is also verified by the results of our questionnaire survey.Then some scholars have put forward the concept of “whole ages” for the animated film.Starting from the phenomenon of “whole ages” for the animated film,this paper discusses the characteristics of some famous cartoon movies in the respects of promotion and aesthetics.Using the communication theory,this research finds that these animated films have the following characteristics in the respects of promotion: summer and winter film schedule,the kind of “family portrait” and “playful” poster design,and the multi-rhythm movie trailer with strong movement.Using the film theory,this research finds that these animated films have the following characteristics in the respects of aesthetics: the mellow and exaggerated animated image,the colorful fairy tale world,the simple linear narrative structure and the educational effect.All of them have proved that the so-called “whole ages” animated films are still intend to the children.The essence of the phenomenon of “whole ages” is a result of this E-age.The electronic media makes adultsnaive and children precocious,so both are attracted by the animated films.In all,the Chinese animation films still need to insist on targeting the youth.The wishful thinking of expanding the scope of audience and pleasing the adult audience will only make the animated film become neither fish nor fowl,eventually losing the most valuable childlike innocence.