One of the "Astro Boys" in China: binding advertisements had to be introduced
to mainland China in the late 1970s, which is undergoing tremendous changes. On the one hand, it is the reform and opening up that has been abandoned and gradually unfolded after the Cultural Revolution; The public's thirst for information and entertainment culture is growing. Some movies, TV series and cartoons from Europe and the United States have been introduced in large quantities. Many of them will become classics that will affect a generation in the future. One of the foreigners who entered the gate of China.
It is also very interesting to say that "Astro Boy" was not directly introduced to the mainland at the beginning. In 1979, the Japanese electronic brand "Casio" (also known as Hitachi or Toshiba), which had just entered the mainland market at that time, used the animation image "Astro Boy", which was already well-known in Japan, as its image ambassador. In January, "Casio" presented "Astro Boy" to CCTV for free, with the condition that it bundled the "Casio" product advertisement. In the early 1980s, Casio wanted to advertise on CCTV. Since no foreign company had ever advertised on Chinese TV before, CCTV did not know how to deal with it. Finally, after negotiation between the two parties, an exchange agreement was signed. CCTV The advertisement of Casio was broadcast, and Casio paid for the broadcast rights of the cartoon "Astro Boy" to be broadcast on CCTV. Thirty years have passed since Astro Boy came out.
Since then, the 52-episode version of "Astro Boy" has been officially broadcast on the central set, causing a huge sensation. It must be noted here that the version broadcast by CCTV is the black and white version of the 1960s, also known as "Astro Boy" (bug version), a total of 193 episodes, which were broadcast on Fuji TV in Japan from 1963 to 1966. And as recently as 1980, Nippon TV was redrawing a color version of the show with 52 episodes. This version was later played in Hong Kong
. "Astro Boy" has gloriously become the second overseas full-length animation officially introduced and broadcast in the mainland (the first one is "Nelson Riding a Goose Journey", but it is obviously not as influential as the subsequent "Astro Boy").
Affected by it, CCTV and many provincial and TV stations across the country have begun to introduce a large number of excellent overseas animations. Compared with the current imported works and the lackluster domestic animations, it can be said that the post-70s generation who have experienced this historical period, the post-80s generation is better than now. The children of 2019 are still happy, and they have really come into contact with the most classic animations from all over the world.
Time came to 2003, Fuji TV repainted "Astro Boy" for the third time, named "Automatic Robot • Iron Arm Astro Boy" ("Astrobo イ Iron Wrist アトム"), as of March 28, 2004, The third edition aired 50 episodes. TVB Jade in Hong Kong started broadcasting the third edition in early 2004. The mainland's CCTV broadcasted 49 episodes on its Children's Channel from December 28, 2004 to February 13, 2005. But obviously the influence of this edition is far less than the two editions of the year. Today's children have been dazzled in front of the colorful and gorgeous screen. This CG animated film is obviously intended to win over the eyes of the new generation of children, so that our super atomic little King Kong can only be left alone in a nostalgic tide.
"Astro Boy" in China No. 2: "Astro Boy PK Huluwa" copycat albums prevail
"Astro Boy" (Japanese: 鉄手アトム, formerly known as Tetsuwan Atom in English, American translation as Astroboy. The old translation of "Invincible Peter Pan", "Little Soldier") is a comic by Tezuka, the originator of contemporary Japanese comics. Created by Insect Master. In April 1951, the image of "Astro Boy" appeared for the first time as a supporting role in "Astro Boy Ambassador" serialized in Japan's "Shounen" magazine. In April of the following year, "Astro Boy" resumed serialization in "Juvenile" magazine. It was not until March 1968 that "Juvenile" magazine ceased publication that this version of "Astro Boy" ended its serialization. After that, Tezuka-sensei also published some sequels and so on in different magazines. And because of the creation of "20th Century Boys", the Japanese cartoonist Naoki Urasawa also adapted a short story in "Astro Boy" a few years ago into a long sci-fi comic "PLUTO", but the comic is no longer based on Astro Boy is the protagonist, but in the identity of Dr. Tianma, he created the robot PLUTO (Pluto) for fighting with Astro Boy, and described other robots killed by PLUTO with a lot of pen and ink, as well as a metaphor for the real world. In the face of all kinds of contradictions in the coexistence of human and robots in the future, Urazawa undoubtedly inherited the mantle of Tezuka and the spirit of Astro Boy's works, and his influence is evident.
Speaking of the mainland version of "Astro Boy", the first one that appeared should be the set of villains published by Science Popularization Publishing House in 1081. Because it was launched when the first wave of animation hits (very business-minded), its popularity can be imagined. From the small bookstores on the street to the major libraries, and then to the homes of ordinary people, you can always see this version. Although it is not officially introduced, it is already a must-have popularity. At the same time, this also affects the The most far-reaching version. Up to now, this edition has been a holy relic in the collection circle and Astro Boy iron powder. Since the 1990s, the domestic pirated comics industry has developed greatly, and classic works such as "Astro Boy" have also been published many times. However, it was not until the past two years that the comic "Astro Boy" was officially introduced into China by Manyou Culture and Heilongjiang Fine Arts Publishing House.
However, Astro Boy's comics with the most copycat characteristics in China are undoubtedly the series of albums of XX vs XX that were popular many years ago. Domestic booksellers have opened up many classic and popular anime characters and played through the chaos, and Astro Boy has naturally not fallen. Works such as "Monkey King and Astro Boy" and "Hulu Little King Kong vs Astro Boy" have also achieved good sales. Teacher Tezuka must have a knowing smile when he sees it in the spirit of the sky.
"Astro Boy" in China No. 3: The theme of freedom affects the post-70s and post-80s. When
"Astro Boy" was introduced into China, it was the time when entertainment information and resources were the most scarce. His appearance timely filled people's cultural life. blank. The public, especially children, are full of surprises and curiosity about this sudden cartoon character. His extremely imaginative storyline, the magnificent and colorful future high-tech society, various human characters, and unrestrained battle scenes. The criticism and introspection of human nature had a huge impact on the people at that time. In Astro Boy's world, the good and the bad are not clearly divided, but more from the spiritual world and inner feelings of human beings themselves. The portrayal and description of the characters are out of the rigid mode of traditional literary and artistic works. , which is refreshing.
He respects life and human rights, advocates the integration and equality of different ethnic groups, emphasizes environmental protection, and praises the truth, goodness, beauty, freedom, enterprising and courageous spirit. These themes greatly meet the needs of the Chinese people at the moment of historical change. Naturally It has had a significant impact on the world outlook and values of the majority of young people. Interestingly, Tezuka's original intention of creation did not hope to "cultivate the spirit of children to learn science and love science", but in China, it has gained recognition from children and parents at the same time. Parents' opinions on this cartoon are also quite interesting. At the beginning, they thought it was too bizarre and even unacceptable, but when the mainstream media boasted that this cartoon can educate children about popular science, cultivate the spirit of love for science, and learn more about learning When it was good, parents reversed their attitudes and began to sit in front of the TV and enjoy with their children and then be fascinated. In fact, in "Astro Boy", the concept of "science" is only a catalyst to promote the development of the plot and increase the interest of the story. I don't want to use the Chinese media to interpret it with Chinese characteristics, but it makes the film by accident. Received recognition from both children and parents. In Japan at the time, "Astro Boy" also changed some people's prejudice against comic strips (comics). Those parents who used to think that children's comic strips would affect their studies or even be adversely affected began to encourage their children to read comic strips.
Thinking about that time, every Sunday night at 6:30, every family's TV would definitely come out. "Crossing the vast sky, la la la flying to the distant stars, come on! Astro Boy, a good boy who loves science..." The song seemed to appear in the sky above Shenzhou as this little robot defending justice with infinite power. For the post-70s and post-80s generation, Astro Boy is just the start of an animation gluttony road, and the good show has just begun.
"Astro Boy" in China No. 4: Peripheral products are popular so far
Astro Boy's peripheral products are as vast as a sea of smoke, ranging as small as candy, and as large as life-size dolls. It can be roughly divided into toys, clothing, luggage, food, and ornaments. During the 50 years of global dominance, its cartoon image has been deeply rooted in people's hearts and completely penetrated into people's daily life. Whether it is high-end fashion or civilian casual clothing, it is very popular among consumers, and Astro Boy dolls are the favorite of children and toy hipsters. Even the restaurant industry is proud of Astro Boy. Tongmu-themed hot pot restaurants are booming now. Many businesses have experienced its powerful commercial appeal under the "care" of the little hero Astro Boy. In the online world, Astro's fans have carried forward its culture even more, and any celebrity big name is not as good as this two-dimensional cartoon robot. It is no exaggeration to say that people's awareness and love of "Astro Boy" has long exceeded that of any celebrity or leader!
In China in the 1990s, it was believed that many children (especially boys) had played with pictures and stickers printed with the image of Astro Boy, as well as stationery such as pencil cases and book covers, as long as they were printed On the image of Astro Boy, it has also become a hot commodity. In recent years, the Astro brand peripheral product stores have also opened in mainland China one after another, and the business is booming, and the new products every season will be snapped up quickly. A candy manufacturer in Shenzhen also bought the right to use the portrait of "Astro Boy", and the candy products it sells are packaged with the "Astro Boy" image, which has become a collection of many fans for a while. And many small manufacturers without copyright use rights also print "Astro Boy" on their mobile phone chains, towels, and even point cards. In Takarazuka City, Hyogo Prefecture, Japan, there is also a special "Astro Boy's House", which displays a large number of comics, animations, toys, modeling, sets, etc. The exterior walls, floors, ceilings and elevators are also decorated in the appearance of "Astro Boy".
It is foreseeable that in today's increasingly fierce nostalgia, the classic image of "Astro Boy" will exude unprecedented commercial value, and the development of peripheral products will become more and more diversified and conceptualized.
Netease Entertainment Bulletin http://ent.163.com/09/1019/17/5M0LCC0P00033RBG.html
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