新影像时代下电影预告片的视听语言与市场价值研究
发布时间：2019-05-31 15:32
【摘要】：艺术的发展总是跟随时代，在新的时代语境下，影像的渗透无所不在，美国工业化为代表的电影产业一如既往的投入到“全民娱乐”的视听修辞当中，，在市场化运作趋势的影响下，电影预告片应运而生。同时，现代技术和传播媒介的推动又为预告片的发展提供了一个广阔的平台，预告片成为电影产业化外延的新趋势已经成为必然。作为电影艺术理论与应用的新延伸，对预告片本体的视听语言与市场化研究不可或缺，但是就国内而言，对预告片并没有引起充分的认识，尤其是在电影市场发展日益繁荣的今天，探讨和研究预告片在新的市场环境下的转变以及其中潜在的文化关系，对于我国电影市场“品牌”的建立以及形成一套具有自己特色的生产输出体系尤为重要。 本文重点通过对预告片内部视听语言相关要素的分析以及与受众之间关系的解读，解析隐藏于预告片语言内部的“合力”因素给观众产生的心理冲击。并从现实意义出发，结合预告片市场价值的实现及发展形态，揭示预告片内部影像特征与现代文化语境的对应关系，总结国内预告片的现存性缺失，提出国内产业化趋势进程中建立预告片市场品牌的必要性。预告片的出现与尝试以及逐步成熟的过程，对于我国国内电影预告片市场化趋势和电影产业系统的完善都有着十分重要的意义。伴随着我国电影产业化的进程，预告片将有着十分广阔的发展前景。
[Abstract]:The development of art always follows the times. In the context of the new era, the infiltration of images is everywhere. The film industry represented by the industrialization of the United States has, as always, invested in the audio-visual rhetoric of "entertainment for the whole people." Under the influence of the market-oriented operation trend, the film trailer emerges as the times require. At the same time, the promotion of modern technology and media provides a broad platform for the development of trailers, and trailers have become a new trend of film industrialization extension. As a new extension of the theory and application of film art, it is indispensable to the study of audio-visual language and marketization of trailer ontology, but as far as China is concerned, the trailer has not aroused sufficient understanding. Especially today, with the increasing prosperity of the film market, this paper discusses and studies the transformation of trailers in the new market environment and the potential cultural relations among them. It is particularly important for the establishment of "brand" in China's film market and the formation of a set of production and output system with its own characteristics. This paper focuses on the analysis of the relevant elements of audio-visual language in the trailer and the interpretation of the relationship with the audience, and analyzes the psychological impact of the "joint force" factors hidden in the trailer language on the audience. From the practical significance, combined with the realization and development of the market value of the trailer, this paper reveals the corresponding relationship between the internal image characteristics of the trailer and the modern cultural context, and summarizes the existing lack of the domestic trailer. The necessity of establishing trailer market brand in the process of domestic industrialization trend is put forward. The emergence and attempt of trailers and the process of gradual maturity are of great significance to the marketization trend of domestic film trailers and the improvement of film industry system. With the process of film industrialization in China, trailers will have very broad prospects for development.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943;J905
本文编号：2489813
[Abstract]:The development of art always follows the times. In the context of the new era, the infiltration of images is everywhere. The film industry represented by the industrialization of the United States has, as always, invested in the audio-visual rhetoric of "entertainment for the whole people." Under the influence of the market-oriented operation trend, the film trailer emerges as the times require. At the same time, the promotion of modern technology and media provides a broad platform for the development of trailers, and trailers have become a new trend of film industrialization extension. As a new extension of the theory and application of film art, it is indispensable to the study of audio-visual language and marketization of trailer ontology, but as far as China is concerned, the trailer has not aroused sufficient understanding. Especially today, with the increasing prosperity of the film market, this paper discusses and studies the transformation of trailers in the new market environment and the potential cultural relations among them. It is particularly important for the establishment of "brand" in China's film market and the formation of a set of production and output system with its own characteristics. This paper focuses on the analysis of the relevant elements of audio-visual language in the trailer and the interpretation of the relationship with the audience, and analyzes the psychological impact of the "joint force" factors hidden in the trailer language on the audience. From the practical significance, combined with the realization and development of the market value of the trailer, this paper reveals the corresponding relationship between the internal image characteristics of the trailer and the modern cultural context, and summarizes the existing lack of the domestic trailer. The necessity of establishing trailer market brand in the process of domestic industrialization trend is put forward. The emergence and attempt of trailers and the process of gradual maturity are of great significance to the marketization trend of domestic film trailers and the improvement of film industry system. With the process of film industrialization in China, trailers will have very broad prospects for development.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943;J905
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