镜头语言在影视植入式广告中的应用研究
发布时间：2018-11-17 12:18
【摘要】：镜头语言是影视植入式广告的基础语言。它叙述情节、传递信息、表达思想并实现品牌和商品的传播目的。近年来,镜头语言作为影视植入式广告最直观的艺术元素,对广告效果的正面影响逐渐突显,被越来越多的人关注。本论文围绕镜头语言在影视植入式广告中的应用这一主题展开。通过收集大量的资料,运用观察法、案例分析法及归纳法等,将理论分析与具体实例相结合,进行了深入的研究。 论文首先通过解读影视植入式广告镜头语言的特殊性,阐述它的应用原则和审美原则；其次,从镜头语言对植入式广告的认知结构、目标群体、植入特征三方面的作用入手,论述镜头语言的作用；之后,通过分析国内外影视植入式广告,结合国内影视植入式广告现状,对镜头语言的设计流程、分工、艺术风格提出观点和建议,并结合笔者的创作实践,从视觉、心理、潜意识三个层面对镜头语言在植入式广告中的效果进行了实践论证。 全文以镜头语言在影视植入式广告中的应用研究为中心展开,环环相扣,全面、系统地分析研究了影视植入式广告镜头语言的意义和作用,并就镜头语言的设计、分工和风格提出了自己的观点和看法,使本课题具有较好的理论价值和实用价值。
[Abstract]:Lens language is the basic language of film and television placement advertising. It narrates the plot, conveys the information, expresses the thought and realizes the brand and the commodity dissemination goal. In recent years, lens language as the most intuitive artistic elements of film and television placement advertising, the positive impact on the advertising effect is gradually highlighted, and more people pay attention to it. This thesis focuses on the application of lens language in film and television placement advertising. Through collecting a lot of data, using observation method, case analysis method and induction method, this paper combines theoretical analysis with concrete examples and makes a deep study. Firstly, this paper explains the particularity of the language of film and television implantable advertisement lens, and expounds its application principle and aesthetic principle. Secondly, it discusses the role of lens language in the cognitive structure, target group and implant characteristics of the implantable advertisement. Then, through the analysis of domestic and foreign film and television placement advertising, combined with the current situation of domestic film and television placement advertising, the design process, division of labor, artistic style of lens language are put forward, and combined with the author's creative practice, from the visual, psychological, The effect of lens language in implantable advertising is demonstrated in three aspects of subconscious mind. Focusing on the application of lens language in film and television placement advertising, this paper analyzes and studies the significance and function of the lens language in film and television placement advertising, and designs the lens language. Division of labor and style put forward their own views and views, which makes the subject of good theoretical and practical value.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8;J93
本文编号：2337759
[Abstract]:Lens language is the basic language of film and television placement advertising. It narrates the plot, conveys the information, expresses the thought and realizes the brand and the commodity dissemination goal. In recent years, lens language as the most intuitive artistic elements of film and television placement advertising, the positive impact on the advertising effect is gradually highlighted, and more people pay attention to it. This thesis focuses on the application of lens language in film and television placement advertising. Through collecting a lot of data, using observation method, case analysis method and induction method, this paper combines theoretical analysis with concrete examples and makes a deep study. Firstly, this paper explains the particularity of the language of film and television implantable advertisement lens, and expounds its application principle and aesthetic principle. Secondly, it discusses the role of lens language in the cognitive structure, target group and implant characteristics of the implantable advertisement. Then, through the analysis of domestic and foreign film and television placement advertising, combined with the current situation of domestic film and television placement advertising, the design process, division of labor, artistic style of lens language are put forward, and combined with the author's creative practice, from the visual, psychological, The effect of lens language in implantable advertising is demonstrated in three aspects of subconscious mind. Focusing on the application of lens language in film and television placement advertising, this paper analyzes and studies the significance and function of the lens language in film and television placement advertising, and designs the lens language. Division of labor and style put forward their own views and views, which makes the subject of good theoretical and practical value.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8;J93
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