Character Design Of "Net-Generation" Domestic Commercial Animation

In recent years,the domestically produced commercial animation film box office has increased year by year.In 2014,the domestically produced animation movie box office finally broke through the RMB one billion mark.The creative cycle of the film has increased,from the original "only pay attention to quantity and not pay attention to quality" to more emphasis on quality.In terms of quantity,the total number of domestically produced animations released to the public has changed little,and there has been a downward trend in a short period of time,but the box office of the film has increased tenfold,reflecting the gradual change of the audience's attitude and the steady growth of the number of audiences.Although it is still not comparable to the commercial animation powerhouses-US and Japan,domestically produced commercial animation has taken a solid step on the road to breakthrough after the downturn."Net-Generation" domestically produced commercial animated films,quietly appearing in front of people with the emerging new things,and attracting attention with good box office results.The root cause of the new domestically produced animated films is mostly with " Net-Generation" commercial animation film properties,and the animated character is the soul of an animation work.The success of animated character design is one of the indispensable factors.Through the research and analysis of related literatures,it is found that the research on domestically produced commercial animation films of " Net-Generation" is relatively rare,research on the domestically produced commercial animation characters design is lacking,and the research results on the overall combing of the theme of "Net-Generation" domestically produced commercial animation characters design have not yet appeared,thus it has a large research space.This paper analyzes the domestically produced commercial animation characters design of "Net-Generation" through the following four aspects: Firstly,summarized the new characteristics of the domestically produced commercial animation characters design of "Net-Generation" through the analysis of some current commercial animation cases,compared the three aspects of the current character design,such as the shape,movement and personality with the traditional Chinese School" character design to find out their similarities and differences.Secondly,combined with the dual changes of the current social and cultural context and the media environment,we try to explain the social and cultural causes implied by the character design with "youth subculture","postmodernism" and "grass-rooted culture".and to explain the media background of character design with "Crowdfunding","Online marketing","Content source changes","Media technology changes",etc.Thirdly,this paper distributed the"domestically produced Commercial Animation Character Design Satisfaction Survey Questionnaire" by designing a network questionnaire,and collected 206 valid questionnaires.The more popular character design features of several popular animated films analyzed are in line with the results of the questionnaire survey,to explain that some of the popular domestically produced characters design are more in line with the audience-oriented creative ideas,at the same time,analyzed the inadequacies of the unpopular animated character design,which provides a useful reference for the future creation of domestically produced commercial animation characters.Finally,it puts forward some suggestions for the development of domestically produced commercial animation character design.For example,we should take the concept of "customer first" as the creative orientation,construct a diversified character design method,establish a branding design awareness,and create a marketing model for online and offline mesh transmission.