The Difference of the Animation Marketing Model between Disney and Blue Cat

20世纪60年代以来，国产动漫一直在市场化运作方面裹足不前，中国90%的动漫产业市场长期被美、日、韩等外国动漫产品占据。本文在剖析美国的动漫营销模式的基础上检视国产动漫营销模式，并通过深入的比较研究，指出国产动漫营销模式与美国动漫营销模式差异所在，为国产动漫市场营销和产业化道路提供一定的指导和思考。 本文采用个案比较研究方法，以美国迪斯尼动漫和中国动漫产业化第一品牌蓝猫两个典型个案的营销模式作为研究对象，通过深度访谈和文献资料研究全面掌握个案的详实信息进行深入的个案比较研究。 研究发现：不管是迪斯尼动漫营销模式还是蓝猫动漫营销模式，都基本符合文化产业营销模式的流程和结构，即动漫的营销模式是...Native Animation industry hasn’t gotten any grows since 1960s and the Animation products of American, Japanese and Korean took up 90% of Chinese Animation market. Based on the analysis of the United States Animation marketing model as a basis for review of domestic marketing mode and through in-depth comparative study that track domestic marketing mode marketing track with the United States on the...学位：文学硕士院系专业：人文学院新闻传播系_传播学学号：20043204

An Analysis on Visual Communication Elements in Offensive Advertising

随着全球化的加剧,国内外经济交流日益频繁,跨文化广告传播中“冒犯性广告”频频上演。广告受众对广告的认同程度如何直接关系到广告传播效果和受众对产品、品牌的态度。本文通过对冒犯性广告的视觉传播因素如色彩、文字、象征物、表现手法等问题的分析探讨,以期对跨文化广告传播实践提供借鉴。With the intensified globalization,the international economic contacts have become more and more frequent.Thus, more and more"offensive advertisements"has appeared in the field of cross-cultural advertising communication.The extent how the audience identifies the ads has an important influence on the advertising communication effects and the audience'attitude towards products and brands advertised.The paper tries to elaborate on the offensive advertisement from the angle of visual communication.Color,character,indication and technique,which are basic elements of visual communication,are the aspects that are to cover.Therefore,we are expecting to provide some theoretical suggestions for the cross-cultural advertising communicating activities