从图像叙事角度看影视植入广告的审美呈现
发布时间：2018-10-31 12:48
【摘要】：随着网络不断对日常生活的融入,图像现在已经成为生活不可忽缺一部分了。由于图像的丰富,文字广告的市场变得越来越小。当图像带给人们的乐趣后,面对单一的文字广告,人们对文字广告的理解与耐心有了很大的欠缺。这时,植入广告出现了。这种新型的广告形式不仅提高了广告内容的知名度,而且起到广而告之的效果,同时给观众也带来了美的感受。图像叙事意味着图像与叙事融合。通过专业的技术,影视的图像通过动态的画面呈现在我们眼前。叙事则是通过文字表达整个故事的发展过程。虽然它们组成部分各异、但他们又紧密相连。尽管有不同的表达方式,然而表达的内容却是一样的。它们展现互相补充的内容。随着图像与叙事的不断结合,它们成为一种新的文化艺术的展现形式,并成为人们喜闻乐见的一种画面丰富、内容完美的视觉盛宴。基于上面的背景,本文从图像叙事角度分析影视植入广告的审美呈现。 论文由五个部分组成,第一章,主要对选题的背景意义以及研究的方法进行阐述。第二章,对相关理论进行概述,包括相关研究以及图像叙事内涵与影视植入广告含义。综述国内外相关研究发现,从图像叙事角度分析其审美的并不多见。第三章,讨论影视植入广告的审美及镜头布局与衔接的呈现,分别探讨了道具植入式镜头布局与衔接的呈现与道具植入式审美表现；对白植入式镜头布局与衔接的呈现与审美表现；角色植入式镜头布局与衔接的呈现与审美表现。第四章,分析审美传达及镜头布局与衔接的不足与解决方法,首先发现审美传达及镜头布局与衔接的不足,影视植入广告审美的现实局限与镜头的布局衔接间的缺陷；进而提出解决影视植入广告在镜头布局与衔接问题的途径,强化叙事在镜头布局衔接方面一致性,广告的镜头布局衔接应该与目标观众一致,精心挑选推广商品,广告植入要适可而止,积累与掌握摄影摄像专业知识。第五章,给出研究的主要结论以及对未来的展望。 本文从图像叙事角度层面对影视植入式广告审美呈现进行分析,可以看出国内植入式广告的水平有待提高,把握好影视广告的镜头布局与衔接才能让植入广告获得美感,过分的布置植入广告的镜头,只会让受众反感,不会起到美的效果。影视植入式广告的镜头布局与衔接还需要进一步研究探索,其美学趋势还需要不断创新。
[Abstract]:As the Internet continues to blend into everyday life, images are now an integral part of life. With the abundance of images, the market for text advertising is becoming smaller and smaller. When images bring people the pleasure, people have a great lack of understanding and patience in the face of a single text advertising. At this time, the placement of advertising appeared. This new advertising form not only improves the publicity of advertising content, but also brings the audience a feeling of beauty. Image narration means the fusion of image and narrative. Through professional technology, video images are presented in front of us through dynamic images. Narration is the development of the whole story. Although they have different components, they are closely linked. Although there are different expressions, the content of the expression is the same. They show complementary content. With the unceasing combination of images and narration, they become a new form of cultural and artistic display, and become a kind of visual feast with rich picture and perfect content that people like to see. Based on the above background, this paper analyzes the aesthetic presentation of film and television placement advertising from the perspective of image narration. The thesis consists of five parts. The first chapter mainly expounds the background significance and research methods of the topic. In the second chapter, the related theories are summarized, including related research, image narrative connotation and film placement advertising meaning. From the perspective of image narration, it is rare to analyze its aesthetics from the point of view of image narration. The third chapter discusses the aesthetics of film and television placement advertising and the presentation of lens layout and cohesion. The presentation and aesthetic expression of the arrangement and cohesion of the white implantable lens and the presentation and aesthetic expression of the placement and cohesion of the lens of the role implantation. The fourth chapter analyzes the shortcomings and solutions of aesthetic communication and lens layout and cohesion. Firstly, it finds out the shortcomings of aesthetic communication and lens layout and cohesion, the practical limitation of film and television placement advertising and the defects between the layout and cohesion of the lens. Then it puts forward the way to solve the problem of lens layout and cohesion in film and television placement advertisement, strengthens the consistency of narrative in lens layout cohesion, and the lens layout cohesion of advertisement should be consistent with the target audience, and carefully select and promote commodities. Advertising placement should stop and accumulate and master professional knowledge of photography and photography. In the fifth chapter, the main conclusions and prospects for the future are given. From the angle of image narration, this paper analyzes the aesthetic presentation of film and television implantable advertisement, and can see that the level of domestic implantable advertisement needs to be improved, and only by grasping the lens layout and connection of film and television advertisement can we obtain aesthetic sense of implanted advertisement. Excessive placement of the placement of advertising lens, will only make the audience aversion, will not play a beautiful effect. The lens layout and connection of film and television implantable advertisement need to be further studied and explored, and its aesthetic trend needs to be innovated constantly.
【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J905;F713.8
本文编号：2302241
[Abstract]:As the Internet continues to blend into everyday life, images are now an integral part of life. With the abundance of images, the market for text advertising is becoming smaller and smaller. When images bring people the pleasure, people have a great lack of understanding and patience in the face of a single text advertising. At this time, the placement of advertising appeared. This new advertising form not only improves the publicity of advertising content, but also brings the audience a feeling of beauty. Image narration means the fusion of image and narrative. Through professional technology, video images are presented in front of us through dynamic images. Narration is the development of the whole story. Although they have different components, they are closely linked. Although there are different expressions, the content of the expression is the same. They show complementary content. With the unceasing combination of images and narration, they become a new form of cultural and artistic display, and become a kind of visual feast with rich picture and perfect content that people like to see. Based on the above background, this paper analyzes the aesthetic presentation of film and television placement advertising from the perspective of image narration. The thesis consists of five parts. The first chapter mainly expounds the background significance and research methods of the topic. In the second chapter, the related theories are summarized, including related research, image narrative connotation and film placement advertising meaning. From the perspective of image narration, it is rare to analyze its aesthetics from the point of view of image narration. The third chapter discusses the aesthetics of film and television placement advertising and the presentation of lens layout and cohesion. The presentation and aesthetic expression of the arrangement and cohesion of the white implantable lens and the presentation and aesthetic expression of the placement and cohesion of the lens of the role implantation. The fourth chapter analyzes the shortcomings and solutions of aesthetic communication and lens layout and cohesion. Firstly, it finds out the shortcomings of aesthetic communication and lens layout and cohesion, the practical limitation of film and television placement advertising and the defects between the layout and cohesion of the lens. Then it puts forward the way to solve the problem of lens layout and cohesion in film and television placement advertisement, strengthens the consistency of narrative in lens layout cohesion, and the lens layout cohesion of advertisement should be consistent with the target audience, and carefully select and promote commodities. Advertising placement should stop and accumulate and master professional knowledge of photography and photography. In the fifth chapter, the main conclusions and prospects for the future are given. From the angle of image narration, this paper analyzes the aesthetic presentation of film and television implantable advertisement, and can see that the level of domestic implantable advertisement needs to be improved, and only by grasping the lens layout and connection of film and television advertisement can we obtain aesthetic sense of implanted advertisement. Excessive placement of the placement of advertising lens, will only make the audience aversion, will not play a beautiful effect. The lens layout and connection of film and television implantable advertisement need to be further studied and explored, and its aesthetic trend needs to be innovated constantly.
【学位授予单位】：太原理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J905;F713.8
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