电视形象包装的特征与策略研究

发布时间：2018-01-29 09:36

本文关键词： 电视媒体形象包装特征设计策略　出处：《扬州大学》2012年硕士论文　论文类型：学位论文

【摘要】：伴随着电视产业发展壮大,各类媒体间的竞争不断加剧,电视产业正遭遇前所未有的竞争压力。一方面,网络、手机等新媒体竞相分割受众资源、广告资源,留给电视媒体的“蛋糕”越来越小；另一方面,电视媒体频道数量、栏目种类的激增,使得行业内部竞争压力空前。目前,我国拥有各类电视频道4000多个,居世界第一位。由于同类竞争对手的数量众多,“酒香不怕巷子深”的时代已经过去,借助电视形象包装树立电视媒体品牌已经成为了一种必然趋势。本文研究的主要内容就是探寻形象包装如何为树立电视媒体品牌服务,归纳总结出电视形象包装的基本特征与思维规律,并在此基础上提出电视形象包装的设计策略。首先,文章在第二章对电视形象包装进行了概述,并分析了电视形象包装的基本特征。电视形象包装具有商业特征、美学特征和文化特征,三者从不同方面理解了电视形象包装的内在属性。其次,文章在第三章重点分析了电视形象包装的思维基本规律,提出三种基本思维方法,即整体思维、创意思维和文学思维。电视形象包装中的整体思维包括：(1)对包装对象进行整体思维；(2)对策划方案进行整体思维；(3)对制作流程进行整体思维。整体思维贯穿前期调研、中期制作以及后期使用三个阶段,是对包装对象和包装过程的宏观把握。电视形象包装中的创意思维包括：(1)包装风格上的创意思维；(2)包装手法上的创意思维；(3)包装元素选择上的创意思维。创意思维具体可以采用的方法有隐喻法、对比法、递进法、串联法等。电视形象包装中的文学思维则是伴随着视觉思维进行的,既是视觉思维的先行,也是在视觉思维的过程中逐步完善,文学思维能够为电视形象包装提供全新的思维模式,实现第一图像(客观存在)到第二图像(主观体悟)的转换。随后,根据三种思维方法,文章在第四章详细分析了电视形象包装主要设计类型,具体包括标识及基本色、形象片、栏目形象、导视系统以及其他包装要素的设计等,并提出了相应的设计策略。最后,文章在第五章分析总结了当前电视形象包装的现存问题,并对形象包装的未来趋势进行了展望,提出未来的电视形象包装应当朝着简约化、个性化、人文化和统一化的趋势发展。
[Abstract]:With the development of the television industry, the competition between all kinds of media continues to intensify, the television industry is experiencing unprecedented competitive pressure. On the one hand, the network, mobile phones and other new media are competing to divide the audience resources, advertising resources. The "cake" left to the television media is getting smaller and smaller; On the other hand, the number of TV media channels, the proliferation of the types of columns, makes the industry unprecedented competition pressure. At present, China has more than 4000 television channels. Ranking first in the world. Because of the large number of competitors of the same kind, the era of "wine fragrance is not afraid of deep alleys" has passed, and it has become an inevitable trend to set up television media brand with the help of TV image packaging. The main content of this paper is to explore the image packaging for the establishment of television media brand service, summed up the basic characteristics of television image packaging and thinking law. On this basis, the design strategy of TV image packaging is put forward. First of all, in the second chapter, the article summarizes the television image packaging, and analyzes the basic characteristics of television image packaging. Television image packaging has commercial characteristics, aesthetic characteristics and cultural characteristics. Three from different aspects to understand the inherent attributes of television image packaging. Secondly, in the third chapter, the article focuses on the analysis of the basic thinking law of television image packaging, and puts forward three basic thinking methods, that is, overall thinking. Creative thinking and literary thinking. The whole thinking of TV image packaging includes: 1) the whole thinking of packaging object; 2) overall thinking on the planning scheme; 3) the overall thinking of the production process. The overall thinking runs through the three stages of early research, intermediate production and post-use. It is the macroscopic grasp of packaging object and process. The creative thinking in TV image packaging includes the creative thinking on packaging style. 2) creative thinking in packaging techniques; Creative thinking on the selection of packaging elements. Creative thinking can be used in the specific methods of metaphor, contrast, progressive method. The literary thinking in TV image packaging is accompanied by visual thinking, which is not only the leading role of visual thinking, but also the gradual improvement in the process of visual thinking. Literary thinking can provide a new mode of thinking for TV image packaging and realize the transformation from the first image (objective existence) to the second image (subjective perception). Then, according to the three thinking methods, the article analyzes the main design types of TV image packaging in detail in Chapter 4th, including the logo and basic color, image film, column image. Design of guide system and other packaging elements, and put forward the corresponding design strategy. Finally, in chapter 5th, the article analyzes and summarizes the existing problems of the current TV image packaging, and prospects the future trend of the image packaging, and puts forward that the future television image packaging should be simplified and individualized. The trend of human culture and unification.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G220-F

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