The Research On The Evolution Of The Anti Villain Image Of The Chinese Film Golden Rooster Award Winning Cartoon

Chinese animation has gone through a hundred years of history.Looking back on its historical development process,Chinese animation has experienced twists and turns and prosperity.The confrontation between positive and negative factions in animation can promote the development of the story,and the image of negative factions plays an important role in the transmission of values and the shaping of the plot.As the times have changed,the villains have also emerged with richer and more diverse images.The evolution of villain images in animation works and the audience’s views on the evolution of villain images are important references for future animation and the creation of villain images therein.As one of the most authoritative professional awards in China,the Golden Rooster Award of Chinese film is very representative of its award-winning animation works.This article takes the award-winning animation of the Chinese Golden Rooster Award as the carrier,and takes the villain image of the awardwinning animation as the research object to explore,and deeply understand the evolution of its villain image development so far.Starting from the dimensions of the era and background of award-winning animation,the evolution of the villain image,and the audience’s attitude towards the evolution of the villain image,this article sorts out various factors such as social concepts,markets,and creative conditions that affect the villain image in award-winning animation.In this article,the first stage of the evolution is the period 1982-1987,which has a "Chinese school" style,the second stage is the period 1989-1999,which imitates the animation colors of other countries,the third stage is the period 2003-2013,when2 D animation and 3D animation intersect,and finally the fourth stage is the period2015-present of full 3D animation,By using comparative analysis,this paper compares the villain images in each period of the award-winning animation of the Golden Rooster Award in Chinese films,and understands the audience’s views on the evolution of villain images through questionnaires and in-depth interviews,so as to grasp the evolution of the villain images in award-winning animation more comprehensively.Through the research,it is found that the villain images of the award-winning animation of the Golden Rooster Award in Chinese films are constantly changing,and the villain images in different times are affected by the technology,concepts,policies,markets and other aspects of the times.Based on the questionnaire survey,it is found that the audience is optimistic about the future of the Chinese film Golden Rooster Award winning animation villain image,and hopes to see that the domestic animation villain image represented by the Chinese film Golden Rooster Award winning animation is more innovative to meet the needs of the broad market.The construction of villain images also has room for progress,with issues such as IP aging,insufficient female villains,and the low profile of villain images still filling the audience’s minds.This paper analyzes the villain images in the award-winning animations of the previous Golden Rooster Award,explores the evolution law of the villain images in the award-winning animations,and provides suggestions for the future development,trying to provide reference for the future of the domestic villain images represented by the award-winning animations of the Chinese Golden Rooster Award.