探索广告电影在网络平台下的创作与实践

发布时间：2018-04-13 12:09

本文选题：互联网平台 + 广告电影　；参考：《中国美术学院》2014年硕士论文

【摘要】：本文以广告电影基于互联网平台的创新和实践现状进行研究，以期能为广告电影基于互联网平台的发展提供若干借鉴，在随着广告电影能够互动展现故事，来探讨如何给观众带来不同的观影快感，，使用互动的方式让影片的发展达到一种众口可调的定制化感官享受，并能给不同的观众不同的哲学思考，本文也尝试在案例实践中能够通过蒙太奇视听语言的原理，让观众在观影的过程中对相同的画面产生不同的观影感受，引起哲学思考。首先本文分析在当今信息时代，互联网影响到了人们生活的方方面面，比如传统的零售业受到了电子商务的侵袭，在影视广告方面同样面领着挑战，而基于传统媒体平台特别是电视平台的广告也因互联网的异军突起在发展上遭遇了瓶颈。传统的大众媒体纷纷转向智能手机客户端，传统的电视媒体也大举进军互联网和智能电视客户端，广告电影应势搭上了互联网的顺风车，于是越来越多针对互联网平台特点所创作的作品由此诞生。随着技术的长足进步，互联网作为综合的媒体平台，结合传统的大众媒体对于内容处理的方式和网络自身的开放性、互动性的特点，所包含的智能电视终端、智能手机终端、传统PC终端、智能户外媒体终端等高速发展，广告电影的创作和表现通过与这些互联网平台理念和技术结合，开创出全新的广告电影创作模式和广告运作模式。其次分析互联网平台的传播的显著特点：首先，快速响应用户需求不断调整产品；其次让产品或者品牌拥有粉丝而不单单是用户；再次以最新的互联网技术为工具传递用户价值，创新传播内容；最后是广阔的开放性。再次，用案例方式探讨互联网平台下广告电影创新的可能。
[Abstract]:In this paper, the innovation and practice of advertising film based on Internet platform are studied in order to provide some reference for the development of advertising film based on Internet platform.To explore how to bring different viewing pleasure to the audience, to use an interactive way to make the development of the film a kind of adjustable customized sensory enjoyment, and to give different audiences different philosophical thinking.This paper also tries to use the principle of montage audiovisual language in case practice to make the audience feel different views of the same picture in the process of watching the film, which leads to philosophical thinking.First of all, this paper analyzes that in the information age, the Internet has affected all aspects of people's lives, such as the traditional retail industry has been attacked by electronic commerce, and has also led the challenge in film and television advertising.Advertising based on traditional media platform, especially TV platform, has encountered a bottleneck in development because of the emergence of the Internet.Traditional mass media have turned to smart phone clients, and traditional television media have also aggressively moved into the Internet and smart television clients. Advertising movies should have taken the Internet by the wayside.As a result, more and more works on the characteristics of the Internet platform were born.With the rapid development of technology, the Internet, as a comprehensive media platform, combines the traditional mass media with the open and interactive characteristics of content processing and the network itself, including the smart TV terminal, smart phone terminal, and so on.With the rapid development of traditional PC terminals and intelligent outdoor media terminals, the creation and performance of advertising films are combined with these Internet platform concepts and technologies to create a new advertising film creation mode and advertising operation mode.Secondly, it analyzes the characteristics of Internet platform communication: first, adjust the product quickly, then let the product or brand have fans, not just the user.Again, the latest Internet technology as a tool to transfer user value, innovative dissemination of content; finally, broad openness.Thirdly, this paper discusses the possibility of advertising film innovation under the Internet platform by case study.
【学位授予单位】：中国美术学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J959

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