| In the current era,the position and role of cultural soft power in international competition is particularly prominent,and the cultural industry has become the focus of economic development in all countries of the world.With the improvement of living standards,the pursuit of culture by the general public has gradually become a popular trend,and the cultural and creative industries have flourished and become the new economic growth points of all countries in the world.The animation industry is the highlight of the development of the cultural and creative industry.The United States and Japan are the countries with developed animation industry in the world.After a long period of active exploration,a very mature animation industry chain has been established.While creating huge economic benefits for the United States and Japan,the animation industry has also successfully exported cultural values to the outside world,thereby enhancing the cultural soft power of the United States and Japan and realizing the purpose of its cultural power.With the development of mobile Internet and the upgrade of digital media technology,Chinese animation is welcoming new development opportunities,and animation IP has become a hot topic.In recent years,China's animation industry has developed rapidly.At present,it is transitioning from a lack of creativity and shoddy to a pursuit of good creative and high-quality development to meet the needs of the huge and diverse domestic animation market.Domestic animation works have improved in both production and quality.In the market,there have been many excellent works of domestic animation,such as "The Return of the Great Stories","White Snakes from the Origins","Under the One Man","The Town of Soul Street""and many more.However,compared with the animation industry in developed countries,there is still a big gap between domestic animation and animation,which exposes many problems,such as lack of original content,lack of cultural connotation,and lack of national characteristics.Reinventing the traditional classic IP can find a new breakthrough in solving a series of problems facing the current domestic animation.Through the comparative study of international animation IP building experience,the traditional classics are of great significance in the creation of animation IP.On the one hand,traditional classics provide a reserve of creative cultural resources for the development of the animation industry.On the other hand,with the unique audiovisual art form of animation,traditional classics can be effectively spread and innovated.Reinventing the traditional classic IP is the "innovation" of traditional culture,that is,to meet the emotional and aesthetic needs of modern audiences,and to give traditional classic IP a new meaning of the times,which is extremely culturally innovative.This paper makes an important analysis from the market driving force of traditional classic IP,that is,the emotional identity and aesthetic needs of the animation audience and the characteristics and advantages of the traditional classic IP,and proposes a practical solution to the problems existing in the classic IP reshaping of the domestic animation tradition.Program.From the performance of domestic animation and imported animation works in the domestic market,animation has a very broad audience base and huge market demand in China.The key to the success of animation IP creation is to win the hearts of the audience,that is,to get the emotion of the animation audience.Agree to meet the aesthetic needs of the animation audience.The animation market at home and abroad is looking forward to seeing anime boutiques with Chinese national characteristics.This requires animation creators and animation companies to base their public sentiment and aesthetic needs,innovate the content of story content,and dig deep into the traditional culture of the nation,taking into account commercial and artistic.Intensive cultivation,ingenuity,and create a high-quality national animation IP. |
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