文化折扣视角下动画电影跨文化传播效果研究

Research on the Cross-Cultural Communication Effect of Animation Films from the Perspective of Cultural Discount

摘要: 美国迪士尼出版，皮克斯导演的电影《Soul》中文译名为《心灵奇旅》在中国2021年元旦上映，本应当是一部票房很高的海外动画电影，但目前票房低迷，反响一般。本文将借鉴经济学领域“文化折扣”理论，从文化折扣的视角对电影《心灵奇旅》在中国跨文化传播进行分析，探讨其跨文化传播过程中所产生的文化折扣原因并对中国动画电影提出一些对策，对于国产电影降低文化折扣，更好地“走出去”有一定的现实意义。

Abstract: Published by Disney in the United States, the Chinese translation of “Soul” directed by Pixar was released on New Year’s Day in China in 2021. It was supposed to be a high-grossing overseas animation film, but the current box office is sluggish. This article will draw on the theory of “cultural discount” in the field of economics, analyze the cross-cultural communication of the film "Soul" in China from the perspective of cultural discount, explore the reasons for cultural discounts in the process of its cross-cultural communication, and make a difference to Chinese animation films. Moreover, put forward some countermeasures for Chinese animation films, which has a certain practical significance for domestic films to help reduce the cultural discount, to achieve “go global”.