Savvina O.V. Animated Series as an Artistic Product (the Examples of “Smeshariki” and “Masha and the Bear”)

Abstract: The article analyses the core idea (concept) of the Russian modern popular animated series (the examples of “Smeshariki” and “Masha and the Bear”) and its ethical values. In recent decades animated series that are based on such ethical values as kindness, friendshi, family and so on are growing in popularity. The purpose of the present research is to describe general principles of making successful animated series. Animated series are artistic products that is why an artistic component is very important in conveying the idea to the audience as well as marketing and promotion of animated series on domestic and international markets. The author of the article analyses the basic idea of animated series and episodes and their stories, plots, graphics and etc. as well as interviews with the authors of the ideas and promoters. The study also pays attention to the marketing and branding. The author comes to the conclusion that nowadays the good basic idea (concept) of animated series is necessary to succeed on the market. However, there are no popular animated series without well-known professionals in the industry providing quality embodiment of the basic idea and affecting feelings of the audience. Good promotion at the first stages of promoting the brand is also very important. 

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