叶喜羊羊与灰太狼曳的成功突围—基于剧本创新的动画战略启示-《武汉职业技术学院学报》

文章信息/Info

Title:: On Creativity of Animated Cartoon: Success Experience of Happy Lamb and Gray Wolf

Keywords:: Happy Lamb and Gray Wolf; creativity of script; animation creation; animated cartoon industry

摘要:: 中国动画经过几十年漫长的发展，从繁盛至低靡再到初见曙光，个中原因复杂多面。而剧本幼稚老套、呆板乏味，只讲求教育性而忽视娱乐性，是中国动画难以突围的致命伤。国产动画长片《喜羊羊与灰太狼》一经推出，凭借诙谐幽默的剧情和可爱生动的形象深受广大观众的喜爱，连续5年稳坐国内动画市场宝座，击败众多国外优秀动画作品。该片以青青草原上狼族和羊族的争斗为主线，展开了一串串妙趣横生、诙谐幽默的小故事。剧情简单却不失哲理，动画片里的角色仿佛是现实生活中各色人的缩影，观众在轻松观赏的同时也颇受启迪。该片的成功突围，可谓中国动画产业的一次洗心革面，此篇论文试图深入挖掘《喜羊羊与灰太狼》的剧本创新之道以及中国动画剧本创新的突围战略。

Abstract:: The animated cartoon industry has seen ups and downs over the decades. The paper argues that one of most important reasons for its decline is that the script was shallow, monotonous, and more educative than amusing. The animated cartoon Happy Lamb and Gray Wolf, upon its release, has beaten all its competitors home and abroad for 5 yeas in a row. The stories center on the conflict between lambs and wolves, witty and full of philosophical lines at the same time. The animated characters seem to be miniature of people in our daily life. The audience could be educated while enjoying the animation. The success of the cartoon has triggered the transformation of the whole industry. The paper sets out to examine the creativity of the script and trying to sort out useful ideas for cartoon creation.