论影视广告听觉形象的语言规则及其符号意指

发布时间：2018-01-23 12:51

本文关键词： 影视广告传播听觉形象声音人声音响广告音乐广告歌曲　出处：《中国美术学院》2008年硕士论文　论文类型：学位论文

【摘要】： 听觉形象作为影视广告视听体系中的重要组成部分,其本体不仅忠实于与画面的和谐统一,更能独立地传递影片更深层次的情感意境。人声语言、自然音响和广告音乐(广告歌曲)三大语言要素是贯穿影视广告声音体系的灵魂,它们合力构建出广告影片中栩栩如生的声音形象,并树立起极具魅力的听觉识别系统。听觉形象的设计和运用对广告诉求主题和促销终端目标的实现有着积极的作用,其客观价值不容忽视。本文以影视广告的听觉形象为论述中心,以影视艺术声音语言和视听本体的共性把握为基础,深入到对影视广告听觉形象的个性研究,讨论影视广告的媒介特质、影视广告听觉形象的传播实务与本体功能,并在此基础上运用广告心理学的研究成果,解读影视广告听觉体系各建构单元的语言规则及其符号意指。以求在大量的、异质性的、纷繁的声音现象中,导出关于影视广告听觉形象研究的、具有普遍性和一般性的概念和分析方法。
[Abstract]:As an important part of audiovisual system, auditory image is not only faithful to the harmony and unity with the picture, but also can independently convey the deeper emotional conception of the film. The three language elements of natural sound and advertising music (advertising songs) are the soul running through the sound system of film and television advertisement. They work together to construct the vivid sound image in the advertisement film. And set up a very attractive auditory recognition system. The design and application of auditory image has a positive effect on the theme of advertising and the realization of the target of promotion. Its objective value can not be ignored. This paper focuses on the auditory image of film and television advertising, based on the common understanding of audio language and audiovisual Noumenon of film and television art, and goes deep into the individual study of auditory image of film and television advertising. This paper discusses the media characteristics of the film and television advertisement, the communication practice and the ontology function of the auditory image of the film and television advertisement, and applies the research results of advertising psychology on this basis. This paper interprets the language rules and their symbolic meanings of the construction units of the auditory system of film and television advertisement in order to derive the research on the auditory image of the film and television advertisement in the large number of heterogeneous and complicated sound phenomena. General and general concepts and analytical methods.
【学位授予单位】：中国美术学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：J524.3

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