论数字化背景下电视广告中水墨符号的视觉表现

发布时间：2018-01-14 11:27

本文关键词：论数字化背景下电视广告中水墨符号的视觉表现　出处：《河北大学》2011年硕士论文　论文类型：学位论文

【摘要】：在数字化信息时代,以最尖端的科技和艺术思潮为主流,电视广告始终以独特的视角站在消费时代的前沿,引导着人们的消费观念,记录着时代文化活动现象,数字化的水墨符号就是这个时代技术和艺术结合并在电视广告中实践的结果,这一新形式的实践成功,对人的视觉信息在人们心理上、意识形态上的影响也是深远的,并带来了全新的创意经营模式。本文以电视广告中水墨符号的发展和运用为切入点,借助视觉及视觉文化现象理论,结合案例展开论述。全文主要由四部分构成:第一部分,在提出问题的基础上,阐明了本课题的研究方向和意义。第二部分,通过对中国传统水墨画及水墨元素的相关概念的梳理,阐释水墨符号的艺术性、文化性和特殊性,分析传统水墨符号和数字化水墨符号的联系和区别,以便有更深刻的理解;第三部分,论述了水墨符号在电视广告中的视觉表现,从电视广告的视觉内容和表现分析了水墨符号在电视广告中的视觉表现,研究其水墨符号的特殊视觉特点及意义;第四部分,在此基础上结合经典案例进一步研究和探讨数字化背景下电视广告中水墨符号与多媒体技术结合的趋势和意义,提高水墨符号的艺术表现力,分析在现代文化背景下如何更好在电视广告中的体现出民族特点和民族意蕴,阐释它在现代电视广告中的存在价值。同时也是为了更进一步探寻水墨电视广告影像作为一种大众视觉接受的原因和发展,理解对于受众的潜意识形成效果,并引导传统特色广告和媒体技术的发展方向与图像发展。因此,数字化背景下电视广告中水墨符号的运用和发展不仅要考虑到它的视觉表现,还要把握其文化内涵和艺术特点,并将很好的服务于大众,实现数字化背景下电视广告中活动与消费行为整合的新形态。
[Abstract]:In the digital information age, with the most advanced technology and the trend of art as the mainstream, in front of television advertising has always been to a unique perspective in the era of consumption, to guide people's consumption concept, record era culture phenomenon, is the result of the digital ink symbol era technology combined with art and practice in the television advertisement in practice, this new form of success, on the visual information in the psychological, ideological influence on is far-reaching, and bring a new creative business model.
With the development of ink in television advertising symbols and use as a starting point, with the theory of visual and visual culture, combined with the case discussed. This thesis consists of four parts: the first part, based on the problems, clarify the research direction and significance. The second part, the related concepts of China the traditional ink painting and ink elements to comb the artistic interpretation of ink symbol, culture and special analysis, the relationship and difference between traditional ink symbols and digital ink symbols, in order to have a more profound understanding; the third part, discusses the ink symbol visual performance in the television advertisement, from the visual content and performance of TV the analysis of advertising ink sign visual performance in the television advertisement, special visual characteristics and significance of the study on the ink sign; the fourth part, on the basis of classic case further The trend and significance of the research and Discussion on digital TV ads with ink in the context of symbols and multimedia technology, to improve the ink symbol of artistic expression, analysis on the background of modern culture to better reflect in television advertising in the national characteristics and the national implication, explain it in the modern television advertising in existence but also to more value. To further explore the ink television advertising image as the cause and development of a popular visual acceptance, understanding the audience's subconscious formation effect, development direction and guiding characteristics of traditional advertising and media technology and image development. Therefore, the application and development of digital ink background in television advertising symbols should not only consider the visual expression of it, but also to grasp its cultural connotation and artistic characteristics, and good services to the public, the realization of digital background activities and consumption in television advertisements A new form of behavior integration.

【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3

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