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对于我国影视动画行业而言,如何在民族性和世界性当中进行平衡,是恒久的创作话题。随着经济社会的深入发展,影视创作不断寻求创作形式的变革,以满足观众日益变化的观影需求,同时,通过在影视动画中注入民族传统文化元素,也是我国影视动画创作的一个重要方向。本文从影视动画创作的艺术性和市场性两个方面入手,探寻在影视动画中有机融入民族传统文化的方式和路径,在提升受众观影体验质量的同时,丰富影视动画创作内核。
For China’s film and animation industry, how to strike a balance between ethnicity and cosmopolitanity is a permanent creative topic. With the deepening of economic and social development, film and television creation constantly seeks creative changes in form to meet the ever-changing needs of viewers. At the same time, by injecting elements of national traditional culture into film and television animation, it is also an important direction for the creation of animation in China. This article starts with the artistic and marketing aspects of film and television animation creation and explores the ways and paths of organic integration into the national traditional culture in film and television animation. It enhances the audience viewing experience quality while enriching the core of film and television animation creation.