现代电视广告创作研究

发布时间：2018-01-13 15:38

本文关键词：现代电视广告创作研究　出处：《河北大学》2010年硕士论文　论文类型：学位论文

【摘要】： 电视广告作为目前人们生活当中逃避不开的视听艺术产品,虽然广告不是纯粹的艺术作品,但一定是使用艺术手段创作出来的,不仅要传达明确的商业信息,更重要的是被观众正确地领悟和接受。那么,如何提高电视广告作品中的表现力、增强感染力呢?我们作为创作者就必须分析电视广告受众的心理差异和不同类型,结合电视广告艺术的特性,弄清楚电视观众对广告作品的感知、理解和情感机制,遵循优秀广告的创作原则,选择与观众契合的表现方式,运用色彩、光影、构图、声音以及蒙太奇等艺术设计元素,把握好观众的情绪脉搏,不仅是对客户的目标负责,也会为观众呈上一道美妙的视觉享受大宴,我们也就能成功创作出高效率的广告作品了。通过对现代电视广告观众心理差异与艺术表现的分析和探讨,结合本人的多年教学工作,对高校影视广告专业的课程设置提供了一些建议,比如,有必要增设文学作品赏析选修课、开设影视艺术教育课程,培养学生视听审美水平和分析优秀作品的能力、开设电视观众心理学课程以及开设影视艺术等课程,重视培养相关专业学生的影视艺术和审美修养,为电视广告的创作打下坚实的理论基础,丰富这些未来的广告创作者艺术表现手段,掌握针对目标受众的表现技巧,创作出更符合消费者口味的、具有一定艺术高度的电视广告,为建设现代社会的物质文明和精神文明做贡献。
[Abstract]:Television advertising is a product of audio-visual art that people can not escape in their lives. Although advertisements are not pure works of art, they must be created by means of art, not only to convey a clear commercial message. What is more important is to be correctly understood and accepted by the audience. So, how to improve the expression of TV advertising works, enhance the appeal? As creators, we must analyze the psychological differences and different types of TV advertising audience, combining with the characteristics of television advertising art, to find out the perception, understanding and emotional mechanism of TV audience to advertising works. Follow the creative principles of excellent advertising, choose the expression of fit with the audience, use color, light and shadow, composition, sound and montage, and other artistic design elements to grasp the emotional pulse of the audience. Not only are we responsible for our clients' goals, but we also have a wonderful visual feast for the audience, and we can successfully create highly efficient advertising. Through the analysis and discussion of the psychological difference and artistic expression of modern TV advertisement audience, combined with my teaching work for many years, this paper provides some suggestions for the curriculum design of film and television advertising major in colleges and universities, such as. It is necessary to set up the elective course of appreciation and analysis of literary works, the course of film and television art education, the cultivation of students' aesthetic level of audiovisual appreciation and the ability of analyzing excellent works, the course of psychology of TV audience and the course of film and television art. Attach importance to the cultivation of relevant professional students of film and television art and aesthetic accomplishment, lay a solid theoretical foundation for the creation of television advertising, enrich these future advertising creators artistic expression means. To master the performance skills for the target audience, to create a more consumer taste, with a certain artistic height of television advertising, for the construction of modern society material civilization and spiritual civilization to contribute.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8;G229.2-F

【共引文献】