影视广告的节奏构成关系

发布时间：2018-01-18 11:38

本文关键词：影视广告的节奏构成关系　出处：《辽宁师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：在许多艺术领域中都会提到“节奏”一词，影视广告的节奏不像诗歌或者绘画的节奏那样隐蔽主观，也不像音乐或者舞蹈的节奏可以适度量化，可以说影视广告的节奏构成因素相对于其他领域的艺术门类更加复杂，并且节奏变换可能的无限性比较大，掌握，营造节奏是影视广告创作的重大课题，对影视广告的创作有着极其重要的实用性和实践意义。影视广告的节奏需要靠诸多元素和各种表现手段来共同实现，并不是作为一个独立的元素单独存在，影视广告的节奏构成是指剧作的结构形式，，演员内在情绪节奏和外在动作节奏；镜头画面的调度所形成的视觉节奏；摄影机的运动形式，如推、拉、摇、移不同的运动形式和景别的变化所传达的情感与情绪状态；剪辑方式、镜头组接、音乐效果等各种元素的表现手法所筑成的银幕效果。本论文的创新之处在于：将认知心理学和格式塔心理学纳为影视广告创作理论支撑，因为构成影视广告的节奏的这些因素产生的效应直接诉诸于观众的视听感官，影响观众的情绪起伏线，节奏的把控直接关系到影视广告可观赏的艺术性和观众心理卷入度，对于广告内容的传递，思想的表达也产生直接联系，所以在设计时需要考虑观众的心理感知效应，当声画呈现于观众的视觉与听觉，它是在强迫观众瞬间一次性接收，不像电影，电视剧的播放时间那么长可以边看变揣摩，也不像文学作品那样可以反复阅读，因此，在短短的几分钟甚至几秒钟，广告的节奏与观众的心理、生理节奏相吻合时便会对广告产生更高的认同感。那么对于构成节奏的多种因素怎样体现在广告中，怎样结合心理学把内部节奏和外部节奏完美的结合，既能产生震撼的视觉冲击力，又能激起观众的情绪，这正是本文所要阐释的，本文采用了直观的理论与实际相结合的例证法，列举了大量的实例图片，结合镜头语言法则，从心理学角度，现实生活角度，事物发展规律角度阐述了影视广告节奏各种因素的构成关系，并结合个人作品来分析这些因素对影视广告节奏的指导作用。
[Abstract]:In many fields of art, the term "rhythm" is mentioned. The rhythm of film and television advertising is not as subjective as the rhythm of poetry or painting, nor is it moderately quantifiable like the rhythm of music or dance. It can be said that the rhythm of film and television advertising elements are more complex than other fields of art, and rhythm change may be infinity relatively large, master, creating rhythm is a major subject of film and television advertising creation. The rhythm of film and television advertising needs to be realized by many elements and various means of expression, not as an independent element. The rhythmic composition of film and television advertisements refers to the structural form of the play, the internal emotional rhythm and the external action rhythm of the actors; The visual rhythm formed by the scheduling of the shot screen; The emotional and emotional state conveyed by the motion forms of the camera, such as push, pull, shake, and shift different motion forms and changes in the scene; The screen effect of various elements, such as editing method, lens group connection, music effect and so on. The innovation of this thesis is that cognitive psychology and Gestalt psychology are considered as the theoretical support of film and television advertising creation. Because these factors constitute the rhythm of film and television advertising effects directly appeal to the audience's audiovisual senses and affect the audience's emotional fluctuation line. The control of rhythm is directly related to the artistic nature of visual advertising and the psychological involvement of the audience. It also has a direct connection with the transmission of advertising content and the expression of ideas. So in the design need to consider the audience's psychological perception effect, when the sound painting is presented in the audience's vision and hearing, it is forcing the audience to receive a one-off moment, unlike movies. TV plays that long time can be watched and figured out, but also not like literary works can be read repeatedly, so in a few minutes or even a few seconds, the rhythm of advertising and the psychology of the audience. When the physiological rhythm matches, will produce the higher identity to the advertisement. So how to form the rhythm of the various factors reflected in the advertising, how to combine the internal rhythm and the external rhythm of the perfect combination of psychology, can not only produce a shocking visual impact, but also arouse the mood of the audience. This is exactly what this article is to explain, this paper uses the intuitive theory and practice of the combination of examples, enumerates a large number of examples of pictures, combined with the law of lens language, from the perspective of psychology, the perspective of real life. From the perspective of the law of development of things, this paper expounds the composing relationship of various factors of the rhythm of film and television advertisement, and analyzes the guiding function of these factors on the rhythm of film and television advertisement by combining the personal works.
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J904

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