提升公益动画广告艺术性的方法研究

发布时间：2018-04-16 14:09

本文选题：公益动画广告 + 艺术性　；参考：《四川美术学院》2017年硕士论文

【摘要】：公益广告是为了传播社会主义核心价值观,提倡良好的品德风尚,提高公民的文明素养和社会文明水平,维护国家和社会利益的非营利性广告。国家鼓励、支持开展公益广告活动,鼓励、支持、引导组织和私人以投入财力、物力、劳动力、智力等方法参加公益广告宣传[1]。公益广告又是一种意在普及公众的艺术,它的题材内容和艺术表达是统一的,它必须让公众以放松快乐的心情观看,并且潜移默化地接受广告的精神思想和艺术的感染熏陶。公益动画广告作为结合了动画和公益广告的产物,更应如此。因此,衡量一则公益动画广告是否优秀的重要标准,就在于它所包含的艺术性的高低。将动画与公益广告两者联合在一起,创造出“公益动画广告”,凭借动画本身独特的魅力,使公益广告在形式上更加生动有趣,在传播效果上更加迅速广泛,公众在观看公益动画广告的过程中,可以更好地加深对公益精神的记忆和理解。所以在当下,很多公益题材都套用动画的形式进行创作,也收获了不错的传播效果。同时我们应当看到,有不少公益动画广告依然在设计理念、制作水平等方面未能很好地展现动画的魅力、发挥它的最大优势。因此,提升公益动画广告的艺术性就是设计人员必须重点解决的环节。本论文通过研究动画和公益广告的结合运用,分析动画本身的艺术魅力,发现公益动画广告在艺术性方面存在的问题,研究总结提高公益动画广告艺术性的措施办法,使公益动画广告更好地发挥动画这一艺术形式的作用,使其更好地弘扬公益精神、传播公益能量。本论文的创新点是针对公益动画广告艺术性的相关问题进行重点分析,而不是围绕公益动画广告的创意表现和技术应用。通过对动画的艺术性进行深度挖掘,提出了增强公益动画广告艺术性具体方法,概括为:引入成熟的动画品牌形象代替脸谱化的角色;将“刻板的说教”转换为“讲述趣味的故事”;运用蒙太奇创作影视化的镜头;利用超现实主义增强表现力;结合多样化的传统艺术风格丰富表现形式。并通过案例分析部分验证本文提出的集中方法的可行性,以便更好地促进公益动画广告的发展。
[Abstract]:Public service advertisement is a kind of non-profit advertisement which aims to spread the core values of socialism, promote good moral character, improve the civilization accomplishment of citizens and the level of social civilization, and safeguard the interests of the country and society.The state encourages, supports, encourages, supports and guides organizations and private individuals to participate in the publicity of public service advertisements by means of financial, material, labor and intellectual resources [1].The public service advertisement is a kind of art intended to popularize the public, its subject matter content and artistic expression are unified, it must let the public watch with the relaxed and happy mood, and accept the influence of the advertisement's spiritual thought and art imperceptibly.Public animation advertising as a combination of animation and public service advertising products, should be more so.Therefore, the important criterion to measure the excellence of a public animation advertisement lies in its artistic quality.By combining animation with public service advertising, we can create "public interest animation advertising". With the unique charm of animation itself, we can make public service advertisements more lively and interesting in form, and spread more quickly and extensively in effect.In the process of watching public animation advertisement, the public can better deepen the memory and understanding of public spirit.Therefore, in the present, a lot of commonweal subject matter applies the animation form to carry on the creation, also has obtained the good dissemination effect.At the same time, we should see that there are many public animation advertising still in the design concept, production level and other aspects can not show the charm of animation, play to its greatest advantage.Therefore, to enhance the artistic nature of public animation advertising is the key link that designers must solve.By studying the combination of animation and public service advertising, this paper analyzes the artistic charm of animation itself, finds out the problems existing in the artistic aspect of public interest animation advertising, and summarizes the measures to improve the artistry of public interest animation advertising.Make the public animation advertisement play the role of the art form of animation better, make it carry forward the public welfare spirit better, spread the public welfare energy.The innovation of this paper is to focus on the analysis of the artistry of public animation advertising, not around the creative performance and technical application of public interest animation advertising.Through the deep excavation of the artistry of animation, this paper puts forward some concrete methods to enhance the artistry of public animation advertising, which can be summarized as follows: introducing mature animation brand image to replace the role of Facebook;To convert "stereotypical preaching" to "telling interesting stories"; to use montage to create film and television scenes; to use surrealism to enhance performance; and to combine diverse traditional artistic styles with rich forms of expression.The feasibility of the centralized method proposed in this paper is verified by case study in order to promote the development of public interest animation advertising.
【学位授予单位】：四川美术学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J954

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