信息时代下动画广告创意设计与运用

发布时间：2018-02-10 10:00

本文关键词： 信息时代动画广告创意设计运用　出处：《湖北工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：信息时代不再是一个新兴的词语,它的来临带动了数字媒体技术、高科技技术以及新媒体技术的发展,由于这些技术的崛起和发展使得信息时代下动画广告在两个方面即创作形式和传播方式发生了重大的变化。这个时代的人们对硬性推销充满了强烈的反感,喜欢强调个性,注重自我体验,追求自身价值的实现。本课题以国内外优秀的动画广告为研究对象,结合信息时代下动画广告技术的运用和案例的分析,总结出信息时代下动画广告在制作和传播中的创意设计,并将其运用到动画广告《取之不“禁”》的创作中。本论文主要分为五个章节来阐述:第一部分是对本课题的研究背景、研究内容、研究方法以及创新点进行简单的描述以及分析;第二部分是信息时代下动画广告与传统广告不同的分析,分为制作形式和技术运用两个方面不同分析,制作形式方面侧重于动画这种制作形式的描述,技术运用方面侧重于分析了关键帧动画技术、三维动画技术、后期特效技术和交互动画技术较传统广告运用的特色;第三部分是对信息时代下动画广告创意设计案例分析,主要从创作形式和传播形式两个方面进行案例分析。创作形式上主要对Flash动画广告、三维动画广告和后期特效动画广告进行创意设计案例分析;传播形式上主要是对传统广告传播形式和现代动画广告传播形式进行分析,结合具体的实例,总结信息时代下动画广告在传播形式中的创意设计;第四部分是毕业设计作品《取之不“禁”》动画广告片的运用实践,分为三个方面的创意:构想创意、技术运用创意和公益传播创意。着重于对构想创意的阐述,详细介绍了其剧本设计、主题内涵、风格设定(角色造型和场景的设定)、音效设计等方面的创意;第五部分是对这篇论文的回顾总结,并对其发展趋势进行展望。
[Abstract]:The information age is no longer a new word. Its coming has brought about the development of digital media technology, high-tech technology and new media technology. As a result of the rise and development of these technologies, animation advertising in the information age has undergone major changes in two aspects, namely, the form of creation and the way of dissemination. People in this era are full of strong aversion to hard selling and like to emphasize individuality. Focus on self-experience, pursue the realization of its own value. This topic takes excellent animation advertising at home and abroad as the research object, combining with the application of animation advertising technology and case analysis in the information age. This paper summarizes the creative design of animation advertisement in production and dissemination in the information age, and applies it to the creation of animation advertisement. This paper is divided into five chapters: the first part is the research background of this subject. The second part is the analysis of the difference between animation advertising and traditional advertising in the information age, which is divided into two aspects: production form and technology application. In terms of production form, the description of animation is emphasized, and the application of technology focuses on analyzing the characteristics of key frame animation technology, 3D animation technology, late effect technology and interactive animation technology compared with the traditional advertising technology. The third part is the case analysis of creative design of animation advertising in the information age, mainly from the two aspects of creative form and dissemination form. Three dimensional animation advertising and special effects animation advertising creative design case analysis; communication form is mainly to traditional advertising communication form and modern animation advertising communication form analysis, combined with specific examples, This paper summarizes the creative design of animation advertising in the form of communication in the information age, and 4th part is the application practice of the graduation design works, which can be divided into three aspects: conception, creativity, and so on. Technical application creativity and commonweal communication originality. Focusing on the elaboration of the conception creativity, this paper introduces in detail its script design, theme connotation, style setting (role modeling and setting of scene, sound effect design, etc.). Part 5th is a review and summary of this paper, and its development trend is prospected.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J954

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