儿童电视频道包装的创意研究
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摘要
二十一世纪是一个充满竞争的时代,传媒业也是如此。从第一个儿童频道诞生至今,儿童电视频道如雨后春笋般的涌现,在节目内容同质化严重的今天,如何做出特色,在众多的竞争对手中脱颖而出。这急需我们设计师去探索。
电视频道包装就是电视频道的品牌标志,而这种标志就像企业识别系统CIS一样,是经过精心的设计制作而建立的一种尽善尽美的频道形象,是对包括理念、行为、视觉等频道外在形式要素的规范和强化。电视频道包装是电视频道经营的一个重要环节,是电视媒体为树立自己鲜明的个体形象、提高收视率,通过一系列的视觉、听觉设计把自己的理念、资讯等简洁生动地传达给观众的艺术化过程。其包装的设计元素主要包括频道标志的设计、卡通吉祥物的设计、片头的设计等等。而目前,国内对这个方面的研究尚停留在宏观方面,比如频道的定位,节目的设置等等,而具体指导我们实践操作的内容却不多,可以借鉴的材料也相对匮乏。
本文多采用案例分析法和比较法,由于这个选题可以借鉴的理论知识不多,只能从相关的频道举实例进行分析,通过对比分析,结合自己的实际工作经验,得出自己在这些方面的一些看法和意见,希望对今后的儿童频道的包装有积极的作用。
本文的主体结构分为三个部分。先从儿童收视心理入手,分析儿童与电视的需求关系,看电视是孩子们最喜欢的娱乐方式之一,与儿童健康成长有着密不可分的关系。儿童频道的主要受众是天真活泼的孩子们,他们爱疯闹、喜欢玩、常常幻想、热衷模仿、好奇心强、求知欲也很重,我们只有先了解孩子们的心理特性,才能做到有的放矢,我们做出来的儿童频道包装才是孩子们真正喜欢的,是受孩子们欢迎的。其次,总结和分析国内外儿童频道的优劣得失,总结原因为我所用。最后一部分是本文的重点。通过对儿童电视频道包装三个最重要的元素的分析,得出自己在儿童电视频道包装视觉传达方面的一些看法和认知,而这些看法和认知是可以指导我们现有工作的。
The twenty-first century is that a times, biography being full of competition matchmaker already is also so-called. Coming into being from the first children channels so far, children television channel if bamboo shoots after a spring rain as spring up, content is same quality in the program melt grave how to make a characteristic out today, be hit by talent showing itself woollen cloth in a lot of competitors? This is badly in need of our designer go and probing.
That television channel package it is the television channel brand to indicate that, this sign accommodates oneself to but just like that enterprise distinguishes systematic CIS, is one kind of perfectly satisfactory channel image making but building an elaborate design passes, the standard sum being to include external channel form key element such as idea, behavior, optesthesia face to face intensifies. Television channel package is a important link that the television channel manages, is that the TV medium is to set up self particular distinct image, to improve audience rating, by the fact that the optesthesia, sense of hearing a train of design the art-rization process that the propagation idea holding self, the janitor who spreads information concisely vivid give audience. It's the denotational design, cartoon mascot design, the titles design designing that the element includes a channel mainly etc. packing. But but at present, the domestic research to this aspect still remains in the field of macroscopic view, supposes that the channel allocation, the program interposition wait a minute, guide our content carrying out operation not to be more but concretely, the material being able, to draw lessons is also relatively deficient.
The main body of a book major structure is allotted for three parts. First secondary few sons are collected looking at mentality starting, the need analysing children and TV concerns, watching TV is one of the most delighted the children entertainment way, relation growing up healthy and sound with children having interwovenness. That children channel main part accepts the masses is lively children, they love noisy, delighted crazy play, often, fantasy, is fond of imitation, curiosity is unyielding thirst for knowledge duplicates each other very much, only knowing their psychological characteristic property first, can we, do sth. with a purpose, the children channel package that we make out is really the children is really delighted, is to be welcomed by the children. Advantages and disadvantages superior or inferior secondly, summing up and analysing the home and abroad children channel, summary cause is used by me. The final part is the main body of a book priority. But by the analysis packing the most important three elements to children television channel, reach self some view and cognition in the field of these, that these view composes in reply cognition is to be able to guide us to now have a job's.
电视频道包装就是电视频道的品牌标志,而这种标志就像企业识别系统CIS一样,是经过精心的设计制作而建立的一种尽善尽美的频道形象,是对包括理念、行为、视觉等频道外在形式要素的规范和强化。电视频道包装是电视频道经营的一个重要环节,是电视媒体为树立自己鲜明的个体形象、提高收视率,通过一系列的视觉、听觉设计把自己的理念、资讯等简洁生动地传达给观众的艺术化过程。其包装的设计元素主要包括频道标志的设计、卡通吉祥物的设计、片头的设计等等。而目前,国内对这个方面的研究尚停留在宏观方面,比如频道的定位,节目的设置等等,而具体指导我们实践操作的内容却不多,可以借鉴的材料也相对匮乏。
本文多采用案例分析法和比较法,由于这个选题可以借鉴的理论知识不多,只能从相关的频道举实例进行分析,通过对比分析,结合自己的实际工作经验,得出自己在这些方面的一些看法和意见,希望对今后的儿童频道的包装有积极的作用。
本文的主体结构分为三个部分。先从儿童收视心理入手,分析儿童与电视的需求关系,看电视是孩子们最喜欢的娱乐方式之一,与儿童健康成长有着密不可分的关系。儿童频道的主要受众是天真活泼的孩子们,他们爱疯闹、喜欢玩、常常幻想、热衷模仿、好奇心强、求知欲也很重,我们只有先了解孩子们的心理特性,才能做到有的放矢,我们做出来的儿童频道包装才是孩子们真正喜欢的,是受孩子们欢迎的。其次,总结和分析国内外儿童频道的优劣得失,总结原因为我所用。最后一部分是本文的重点。通过对儿童电视频道包装三个最重要的元素的分析,得出自己在儿童电视频道包装视觉传达方面的一些看法和认知,而这些看法和认知是可以指导我们现有工作的。
The twenty-first century is that a times, biography being full of competition matchmaker already is also so-called. Coming into being from the first children channels so far, children television channel if bamboo shoots after a spring rain as spring up, content is same quality in the program melt grave how to make a characteristic out today, be hit by talent showing itself woollen cloth in a lot of competitors? This is badly in need of our designer go and probing.
That television channel package it is the television channel brand to indicate that, this sign accommodates oneself to but just like that enterprise distinguishes systematic CIS, is one kind of perfectly satisfactory channel image making but building an elaborate design passes, the standard sum being to include external channel form key element such as idea, behavior, optesthesia face to face intensifies. Television channel package is a important link that the television channel manages, is that the TV medium is to set up self particular distinct image, to improve audience rating, by the fact that the optesthesia, sense of hearing a train of design the art-rization process that the propagation idea holding self, the janitor who spreads information concisely vivid give audience. It's the denotational design, cartoon mascot design, the titles design designing that the element includes a channel mainly etc. packing. But but at present, the domestic research to this aspect still remains in the field of macroscopic view, supposes that the channel allocation, the program interposition wait a minute, guide our content carrying out operation not to be more but concretely, the material being able, to draw lessons is also relatively deficient.
The main body of a book major structure is allotted for three parts. First secondary few sons are collected looking at mentality starting, the need analysing children and TV concerns, watching TV is one of the most delighted the children entertainment way, relation growing up healthy and sound with children having interwovenness. That children channel main part accepts the masses is lively children, they love noisy, delighted crazy play, often, fantasy, is fond of imitation, curiosity is unyielding thirst for knowledge duplicates each other very much, only knowing their psychological characteristic property first, can we, do sth. with a purpose, the children channel package that we make out is really the children is really delighted, is to be welcomed by the children. Advantages and disadvantages superior or inferior secondly, summing up and analysing the home and abroad children channel, summary cause is used by me. The final part is the main body of a book priority. But by the analysis packing the most important three elements to children television channel, reach self some view and cognition in the field of these, that these view composes in reply cognition is to be able to guide us to now have a job's.
引文
①王彩平.境外少儿频道运营面面观[J].声屏世界,2006(3).
①余明阳,陈先红CIS教程[M].北京：中国物质出版社,1995：146.
[1]郝莎莎,袁媛.从央视儿童频道说开去[J].新闻与写作,2004(6)
[2]陈舒平.儿童电视学[M].北京：北京广播学院出版社,2003.
[3]余培侠.我国少儿电视发展现状和趋势[J].电视研究,2005(2).
[4]Joseph, Laibola.Brand Strategy New View[M].New York:Public Administration, 2004.
[5]Bao Fu, Brand Survival[M].Washington:The Mit Press,2003.
[6]王彩平.境外少儿频道运营面面观[J].声屏世界,2006(3).
[7]张丹.我国电视频道定位现状探析[J].山东视听,2005(10).
[8]彭吉象.试论电视专业化频道的营销策略[J].现代传播,2002(3).
[9]高贵武.少儿频道：发展提速、瓶颈犹存[J].中国广播电视学刊,2005(2).
[10]余培侠.塑造未来—电视少儿频道的运作[J].中国记者,2004(8).
[11]赵歌乐.少儿电视频道发展的思考与探索[J].当代电视,2004(9).
[12]刘艳臣.浅谈少儿频道的经营策略[J].中国电视,2005(10).
[13]彭靖.少儿频道专业化的思考[J].当代电视,2005(11).
[14]王文轩.少儿频道的媒介定位策略之思考[J].声屏世界,2006(2).
[15]邵若驹.品牌意识与频道经营[J].当代电视,2001(8).
[16]杨艳君,张卿.浅析电视包装[J].新闻与写作,2004(6)
[17]余培侠.我国少儿电视发展现状和趋势[J].邯郸职业技术学院学报,2001(1).
[18]余明阳,陈先红CIS教程[M].北京：中国物质出版社,1995：146.
[19]于丹 形象品牌竞争力—电视包装实战攻略[M].北京：中国广播电视出版社,2000：15-27.
[20]王兰柱主编.2006中国电视收视年鉴[M].北京：中国传媒出版社,2005(8).
[21]张同道主编.电视看客[M].安徽：安徽教育出版社.
[22]张云,方世彤.电视品牌战[M].广东：广东经济出版社,2004(1).
[23]李新民.中国电视大趋势[M].北京：华夏出版社,2006(1).
[24]李晓凤主编.中国电视传媒体制改革[M].北京：中国广播电视出版社,2004(3).
[25]J·U·麦克尼尔(美国).少儿市场营销[M].张红霞译,北京：中国市场出版社,2003(3).
[26]彭晓华主编.电视产业经济学[M].四川大学出版社,2005(1).
[27]朱春阳.现代传媒产品创新理论与策略[M].山东人民出版社,2005(5).
[28]黄清.试论电视频道的专业化生存[J].湖南工业职业技术学院学报,2005(3).
[29]胡波.全国动画节目收视分析[J].收视中国,2005年第12期.
[30]张如成.我国少儿频道专业化定位的缺失[J].视听时空,2006(10).
[31]俞香华.电视传媒运营的“1+3”模式[J].媒介·观点,2005(10).
[32]张联.电视节目策划技巧[M].北京：中国广播电视出版社,1999：11-23.
[33]王智.荧屏内外[M].湖南：新华出版社,1997：3-5.
[34]刘文清.电视美术[M].浙江：浙江大学出版社,2007：32-41.
[35]张静民.电视节目创作与编导[M].山东：济南大学出版社,1999：41-52.
[36]杨金月.电视栏目定位与运作实录[M].北京：中国广播电视出版社,2003：9-16.
[37]王方华.市场营销学[M].北京：中国广播电视出版社,2003：9-16.
[38]赵颖,朱颂文.浅谈电视频道包装[M].上海：复旦大学出版社,1999：12-24.
[39]巴尔.新媒体[M].上海：商务印书馆出版社,2007：43-56.
[40]何宗就.电视字幕、特效与动画[M].北京：国家广播电影电视总局广播电视规划院信息研究所,1998：7-23.
[41]胡智峰.电视审美文化论[M].北京：北京广播学院出版社,2001：17-28.
[42]陈兵.电视品牌构建[M].北京：中国传媒大学出版社,2003：20-34.
[43]罗军.电视频道品牌营销与整体包装[M].成都：中国广播电视出版社,1998：19-31.
[44]周经.电视包装研究[J].电视研究,2001(4).
[45]崔丽红,杨帆.浅谈电视包装的原则[J].剧作家,2006(2).
[46]耿强,秦沈.浅谈电视包装[J].新闻知识,2001(2).
[47]彭吉象.影视美学[M].北京：北京大学出版社,2009(5).
[48]黄庆云.小议片头片尾[J].声屏世界,1994(5).
[49]彭飞.电视节目包装与频道品牌化[J].当代电视,2006(2).
[50]孙海宝.电视特技使电视节目异彩纷呈[J].记者摇篮,2006(2).[51]张然,路盛章.中国学前期儿童电视动画片对策研究[J].现代传播,2008(6)149-151.
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[54]赵霞.少儿电视活动的策划与实施[J].中国广播电视学刊,2008(8)：86-87.
①余明阳,陈先红CIS教程[M].北京：中国物质出版社,1995：146.
[1]郝莎莎,袁媛.从央视儿童频道说开去[J].新闻与写作,2004(6)
[2]陈舒平.儿童电视学[M].北京：北京广播学院出版社,2003.
[3]余培侠.我国少儿电视发展现状和趋势[J].电视研究,2005(2).
[4]Joseph, Laibola.Brand Strategy New View[M].New York:Public Administration, 2004.
[5]Bao Fu, Brand Survival[M].Washington:The Mit Press,2003.
[6]王彩平.境外少儿频道运营面面观[J].声屏世界,2006(3).
[7]张丹.我国电视频道定位现状探析[J].山东视听,2005(10).
[8]彭吉象.试论电视专业化频道的营销策略[J].现代传播,2002(3).
[9]高贵武.少儿频道：发展提速、瓶颈犹存[J].中国广播电视学刊,2005(2).
[10]余培侠.塑造未来—电视少儿频道的运作[J].中国记者,2004(8).
[11]赵歌乐.少儿电视频道发展的思考与探索[J].当代电视,2004(9).
[12]刘艳臣.浅谈少儿频道的经营策略[J].中国电视,2005(10).
[13]彭靖.少儿频道专业化的思考[J].当代电视,2005(11).
[14]王文轩.少儿频道的媒介定位策略之思考[J].声屏世界,2006(2).
[15]邵若驹.品牌意识与频道经营[J].当代电视,2001(8).
[16]杨艳君,张卿.浅析电视包装[J].新闻与写作,2004(6)
[17]余培侠.我国少儿电视发展现状和趋势[J].邯郸职业技术学院学报,2001(1).
[18]余明阳,陈先红CIS教程[M].北京：中国物质出版社,1995：146.
[19]于丹 形象品牌竞争力—电视包装实战攻略[M].北京：中国广播电视出版社,2000：15-27.
[20]王兰柱主编.2006中国电视收视年鉴[M].北京：中国传媒出版社,2005(8).
[21]张同道主编.电视看客[M].安徽：安徽教育出版社.
[22]张云,方世彤.电视品牌战[M].广东：广东经济出版社,2004(1).
[23]李新民.中国电视大趋势[M].北京：华夏出版社,2006(1).
[24]李晓凤主编.中国电视传媒体制改革[M].北京：中国广播电视出版社,2004(3).
[25]J·U·麦克尼尔(美国).少儿市场营销[M].张红霞译,北京：中国市场出版社,2003(3).
[26]彭晓华主编.电视产业经济学[M].四川大学出版社,2005(1).
[27]朱春阳.现代传媒产品创新理论与策略[M].山东人民出版社,2005(5).
[28]黄清.试论电视频道的专业化生存[J].湖南工业职业技术学院学报,2005(3).
[29]胡波.全国动画节目收视分析[J].收视中国,2005年第12期.
[30]张如成.我国少儿频道专业化定位的缺失[J].视听时空,2006(10).
[31]俞香华.电视传媒运营的“1+3”模式[J].媒介·观点,2005(10).
[32]张联.电视节目策划技巧[M].北京：中国广播电视出版社,1999：11-23.
[33]王智.荧屏内外[M].湖南：新华出版社,1997：3-5.
[34]刘文清.电视美术[M].浙江：浙江大学出版社,2007：32-41.
[35]张静民.电视节目创作与编导[M].山东：济南大学出版社,1999：41-52.
[36]杨金月.电视栏目定位与运作实录[M].北京：中国广播电视出版社,2003：9-16.
[37]王方华.市场营销学[M].北京：中国广播电视出版社,2003：9-16.
[38]赵颖,朱颂文.浅谈电视频道包装[M].上海：复旦大学出版社,1999：12-24.
[39]巴尔.新媒体[M].上海：商务印书馆出版社,2007：43-56.
[40]何宗就.电视字幕、特效与动画[M].北京：国家广播电影电视总局广播电视规划院信息研究所,1998：7-23.
[41]胡智峰.电视审美文化论[M].北京：北京广播学院出版社,2001：17-28.
[42]陈兵.电视品牌构建[M].北京：中国传媒大学出版社,2003：20-34.
[43]罗军.电视频道品牌营销与整体包装[M].成都：中国广播电视出版社,1998：19-31.
[44]周经.电视包装研究[J].电视研究,2001(4).
[45]崔丽红,杨帆.浅谈电视包装的原则[J].剧作家,2006(2).
[46]耿强,秦沈.浅谈电视包装[J].新闻知识,2001(2).
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