时间：2022-05-07 07:04:47
After occupying hundreds of domestic television stations, the 104 sets large epic animation Confucius have its derived book entering worldwide Confucius colleges and classrooms as designated teaching material. Confucius teaching material held the worldwide first publication ceremony in London Book Fair in April, 2012.
The animation Confucius made by Propaganda Department of Shenzhen Municipal Party Committee, Shenzhen Congde Film and Television and Chinese Confucius Foundation costs 3 years with 50 million yuan capitals. It is the first character biography narrating Confucianism culture in cartoon. The film, starting from Shenzhen, boarded on CCTV stage and then walked out to spread Chinese traditional Confucianism culture all over the world.
“First issuance” of 14 volumes of teaching materials in London Book Fair
President of producing party – Shenzhen Congde Film and Television Company, chief director of the animation of Confucius, Zhao Xiande introduced that the teaching material walking into Confucius colleges and classrooms are recomposed from the animation Confucius. It includes DVD for two sections and books. There are two series in this teaching material: Cartoon Biography of Confucius (4 books for one set) and Intensive Series of Cartoon Biography of Confucius (10 books for one set). “This is a set reading material from which you can not only learn Chinese culture but also Chinese language knowledge. Readers can get know of Chinese culture in a simplest manner and satisfied for their curiosity on Confucius.”
Why headquarter of Confucius college chooses this set of reading material as teaching material? Zhao Xiande explained that for one hand, the world language of cartoon is convenient for transmission: the Confucius college once performed a questionnaire survey including 2000 persons with the results showing that 85% of the people involved thought that their interesting can be risen by learn Confucius and Chinese culture in cartoons and thus get their curiosity satisfied; on the other hand, along with the expanding of influence of Confucius college in the world, the Chinese enthusiasts have kept on finding a biographical work reflection the great educationist and thinker – Confucius and thus to know Confucius systematically. “As a literature work, the life of Confucius changing from a poor youth to a teacher for all ages is full of motivation, and can stimulate Chinese enthusiasts’ interesting on study.”
Zhao Xiande introduced that on the sixth worldwide Confucius college conference Chinese teaching material fair held last December, the Confucius series teaching materials had attracted attention from conferees on site and was designated as teaching materials officially. In order to expand the influence of the series, Confucius College held the worldwide Launch Ceremony on London Book Fair.
Transmission of Chinese culture by cartoon language
As the “parent” of Confucius series teaching materials, the cartoon Confucius contains 104 sets, and is divided into four broadcast seasons (26 sets for each season). The first season was first broadcasted on CCTV I on September 28, 2009, while the following seasons were broadcasted in 2010 and 2011 respectively. The film is not only broadcasted on CCTV I, CCTV Young Channel and nearly hundreds of local television stations. It has also been launched on TV organizations in South Korea, Japan, Europe and Taiwan, transferring Confucius and Confucianism all over the world.
The director of Chinese Confucius Foundation Liang Guodian thinks that Confucius belongs not only to China but also the world. This is a big subject matter. Cartoon is a worldwide language. The reason why animation Confucius can acquire affirmation, walk out to the world and gain extensive transmission is that it has the aid of cartoon, the worldwide language. Under the big background of “Confucius fever” and “Chinese fever”, modern broadcasting manner is benefit for broadcasting of Confucian culture, and thus push Chinese culture to the world, as well as to the mass.
The extending cartoon industry chain
Along with the broadcasting of animation Confucius, corresponding derivation products such as books, phonotype and videotape products, school bags, stationeries and so on are issued all over the nation. Besides these 14 volumes of teaching materials that facing the worldwide Confucius Colleges, Confucius classrooms and domestic Confucius’ temples, Confucius screen grab books, school bags, stationeries and so on are also popular on the market. According to the introduction by Zhao Xiande, daily sales volume of Confucius school bags in Jingdong Mall only has reached 2000. Books are mainly sold in Xinhua Bookstore, airport and network. At the moment, sales volume of books has exceeding 20,000 sets.
But, as producing party of cartoon Confucius, the careerism of Shenzhen Congde Film and Television is far more than this. Since Confucius has a strong culture broadcasting and derivation product market prospect, the Company set up a cartoon originality R&D center by taking advantage of the occasion. Meanwhile, the “Confucius Happy Classroom” Early Education with studies of Chinese ancient civilization as its main feature has been launched also. It advocates kind heartedness of Confucius by performing scene plays in the cartoon.
Zhao Xiande is confident on this: in the following years, “Confucius Happy Classroom” will be spread to the whole country and even the whole world with Shenzhen as its headquarter. Hundreds of chain stores are planned. Zhao Xiande said that the biggest advantage is that the Company possesses proprietary intellectual property right of Confucius series. It develops relative derived products centering on the core of cartoon Confucius and then extend it to training industry to integrate the industry style, and thus extend the cartoon industry chain.
Expert viewpoint
Cao Xiaohui, vice chancellor of Animation School of Beijing Film Academy: “walk out” replies on “cultural taste”.
Shenzhen animation Confucius has a “enchanting scenery” these years. It is not only shown on hundreds of television stations home and abroad, but has also gained several heavy-weight awards. In 2010, the film gained the top hundred television art works awards from 2005 to 2010 in Canton; in April of 2011, Confucius was titled the best cartoon work on the 48th television festival in Cannes of France; at the end of last year, it was chosen as the best cartoon drama by Chinese Animation Association. Meanwhile, derived products such as books, school bags, stationeries and so on are also spring up on the market with impressive “money prospect”.
“In fact, at the beginning of planning of Confucius, many people worried that such kind of subject can have no interesting animation.” The vice chancellor of Animation School of Beijing Film Academy, Cao Xiaohui is the animation director of Confucius, and participates the creation of the film from the very beginning. He thinks that Confucius has insisted to complete the 104 sets of works, exceeding majority’s prospects. It finally walks out to the world for transmission of Confucianism and Chinese culture in a worldwide scope is mainly due to its culture taste.
“As cultural product, emphasis shall be laid on culture taste at first. As a cultural industry, culture comes also before the industry. It is only the eternal culture and spirit pursuing that can endow the work with most extensive transmission degree. This is also the premise and foundation of good development of the industry. ”Introduced by Cao Xiaohui to the journalists. Therefore, Confucius invites strong creation staff array and takes great pains on early originality. The “gold medal scenario” Li Feng, who produced The Hero and Ambush on All Sides, and famous writer, Ye Zhaoyan, are invited to take the responsibility of scenario. “Their participation endows the whole film with stories while ensures the cultural taste.” said Cao Xiaohui.
Cao Xiaohui said honestly that except its own quality, Confucius catches up with the “good time”: domestic audiences begin to feel tired and disgusted to “over entertained” and “vulgar” works. At this moment, Confucius comes, and satisfies demands of “cultural return” from certain degree.