电视频道包装的设计特色研究

发布时间：2018-02-11 14:49

本文关键词： 电视频道包装 CI理论专业频道包装特色　出处：《山东师范大学》2011年硕士论文　论文类型：学位论文

【摘要】：电视是依赖于机械、计算机、电子技术、光学技术的发展而产生的。历经短短80多年,电视的内容便由一枚60行扫描线的美元图像发展为如今五彩斑斓的大观园世界,但是人类在视觉上总有个共同的特点——喜新厌旧,所以潜藏在频道内的电视包装艺术慢慢发展并成熟起来。频道包装这一概念是由企业形象识别系统(Corporate Identity System,缩写为CIS)理论发展而来的。在如今的市场经济时代,企业出台之前需要进行一系列调研、筹划、设计等智力活动来谋求金点子,借以提升企业形象,赢得市场优势。如今电视频道已经成为大规模生产文化产品的企业,频道包装则成为以电视台为单位而打造的属于自己的CI系统。近年来,中国电视频道数量激增。随着数字电视信号的慢慢普及,省级电视台上星变卫视,打得热火朝天;境外电视频道、专业频道层出不穷,资源明显供过于求。同时电视行业的产业化深入,带来的是竞争上的变革,从单个节目的竞争、栏目的竞争,演变为以频道为中心的竞争。如今各大电视频道几乎都每年一大改,每期一小改。这种时刻保鲜的积极表现,正是频道包装备受重视的最好佐证。电视频道包装的内容很庞大,不仅限于电视节目上的视觉包装,还涉及整个电视领域宏观的节目生产、媒体经营活动、网络规划等等各种能体现频道形象的识别元素。那么频道包装究竟是针对那几个系统、哪些细节进行的呢?对于不同风格的频道其包装的手法有哪些共通之处呢?本文将重点放在这两个方面,拟从几大知名电视频道的包装实例出发,以电视策划学、设计学、广告学、美学、心理学、影视语言学等相关理论为指导,来解读电视频道包装的元素构建和风格营造。本文内容主要分为三方面: 一、从国内外电视频道包装的兴起和发展出发,探究电视频道包装的涵义及产生的原因,为最后的总结频道包装的运用前景做铺垫。二、对电视频道包装的理论基石——企业形象识别理论,从电视频道这一特殊文化企业的角度进行剖析。CI理论包括理念识别系统,也就是电视频道经营理念,战略思想的确认;行为识别系统,即内容的合理编排和外部宣传活动等的策划;视听识别系统,也是最直观最深入人心的部分,包括频道Logo,宣传片,导视,片花,字幕,主题音乐,频道主色调等的协调统一。本文将选取收视率高的电视频道包装为案例,分析电视频道包装系统的各个层面,各个细节。三、这一部分是本文的重点研究内容和创新点。著名媒体人杨澜曾经说过:“频道主题化是现代传媒的主流趋势……在资源越来越多的情况下,只有品牌和特色才能取胜”。每一种类型的专业频道都有一套属于自己特色的设计风格和套路。这一部分以CCTV的各个特色频道为例,对中国不同类型的电视频道包装风格进行归总,并且比较国内外同类频道的包装,从而梳理不同的设计思路,为以后的电视包装实践发挥一定的指导作用。
[Abstract]:The TV is dependent on the mechanical, computer, electronic technology, and the development of optical technology. After just 80 years, TV content from a 60 dollar image scan lines to the colorful garden of the world, but humans always have a common characteristic on vision -- Xixinyanjiu, so hidden TV packaging art in channel becomes mature slowly.
The concept of channel package is from the corporate identity system (Corporate Identity System, abbreviated as CIS) and the theory of development. In today's market economy, the need for a series of research enterprises before the introduction of planning, design and other intellectual activities to seek ideas, in order to enhance corporate image and win the market advantage. Now the TV the channel has become a large-scale production culture product enterprise, has become the TV channel packaging units and create their own CI system.
In recent years, Chinese surge in the number of TV channels with the digital television signal slowly spread, the provincial TV stations become a star to be in full swing; overseas TV channels, professional channel resources obviously. Emerge in an endless stream, pile up in excess of requirement further industrialization of the television industry, with the changes in competition, the competition from a single program. Part of the competition, evolved with the competition as the center channel. Now almost all major TV channels a major change every year, each one small change always keeping a positive performance, is the best evidence of channel packaging has attracted much attention.
The content of TV channel packaging is very large, which is not only limited to the visual packaging of TV programs, but also involves the production of macro programs in the TV field, media operation activities, network planning and so on.
So what is the channel packaging for the system, the details of what was it? What are the similarities between the channels with different styles of their packaging techniques? This paper will focus on these two aspects, starting from packaging examples of several well-known television channels, with television planning, design, advertising the film, aesthetics, psychology, linguistics and other related theories, to interpret tvchannel packaging construction elements and style to create. This paper is mainly divided into three aspects:
First, starting from the rise and development of the TV channel packaging at home and abroad, we explore the meaning and causes of the TV channel packaging, laying the groundwork for the final summary of the future application of the channel packaging.
Two. The theoretical cornerstone of the TV channel packaging, corporate image recognition theory, analyzes.CI theory includes the concept of identification system from the TV channel, which is a special cultural enterprise perspective, is the TV channel management idea, strategic thinking confirmation; behavior recognition system, namely the rational layout and the content of external publicity activities such as audio-visual planning; the recognition system is the most intuitive, most popular, including channel Logo, trailer, trailers, signage, subtitles, theme music, harmony channel of the main colors etc.. This article will select the high ratings of the TV channel packaging case, all the details of the analysis, the TV channel package system.
Three, this part is the focus of this article research content and innovation. The famous media people Yang Lan said: "the theme of the channel is the main trend of modern media. In the case of more and more resources, only the brand and features in order to win". Each type of professional channel has its own characteristics the design style and routines. In this part, the characteristics of each CCTV channel for example, belongs to the TV channel package style of different types of Chinese, and similar channel comparison of domestic and international packaging, in order to sort the different design method, play a guiding role in TV packaging for future practice.

【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：TN948

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