本文通过对20世纪90年代以来代表性日本动画造型的研究，分析了日本动画角色的在艺术和商业等方面的特征和表现，目的在于通过借鉴成功动画角色的设计模式以及其在市场中的成功运作，摆脱国内动画创作的固有思想，形成对动画角色设计的全新认识，为动画角色的创作提供参考依据和有效的设计模式。通过日本经典案例的分析、归纳和总结，结合美学和心理学分析，阐述了动画造型在今天对人们精神文化生活的巨大影响。

This thesis analyzes the characters and performance of the Japanese animation on art and business and so on though the study of typical style of Japanese animation from 1990s. The goal is to get rid of the traditional thought of domestic creating of animation and to form the brand-new understanding to the animation designing, providing the reference and effective model for creating roles of animation, through benefiting from the successful designing pattern of animation role and the perfect business operation in market. Meanwhile, by a lot of analysis and conclusion connected with the study of aesthetics and psychology, this thesis sets forth the animation styles' profound influence on humans' spirit world.