影视广告中的视觉表现形式研究

发布时间：2018-03-21 13:54

本文选题：影视广告　切入点：视觉元素　出处：《湖北工业大学》2009年硕士论文　论文类型：学位论文

【摘要】： 现今影视广告的发展日新月异,影视广告是画面视觉艺术和听觉艺术巧妙结合的典范,涉及到关于艺术的或者是大众传播的知识。影视广告自诞生以来,先后走过了无声到有声、从黑白到彩色的不同阶段,而今又到了数字阶段,数字让其达到了空前的辉煌。新技术的不断出现,为影视广告的发展其提供了更强大的技术支持和无限的创作可能。同时,不断涌现的特效制作技术的飞速发展为广告的设计制作提供了更多的创意施展的空间,一个好的电视广告,创意是非常重要的。而影视广告视觉效果的意义在于:不同的表现形式直接影响到观众对整个广告片信息的接受和识记程度。任何一种视觉表现艺术,内容与表现形式的统一都是需要考究的。如今,随着影视特效技术的发展,各种视觉形态和特殊效果的表现手法不断的涌现。我国在影视广告创意和表现方面与国外相比存在一定的差距,通过各方面的比较可以促进国内影视广告的发展。影视广告片头和片尾字幕的设计,是整个广告片不可忽视的部分,而且字幕的设计与动态设计又与广告本身形式上有很大的不同,也是需要讨论的。本文主要从影视场景设计的光线、色彩,以及不同的艺术表现手法来讨论影视广告的视觉表现。论文中引用了不少国内外优秀广告片来进行论证,希望此课题的研究能对我所关注的影视广告设计的视觉表现这个范围内起到一点促进作用。
[Abstract]:Nowadays, the development of film and television advertisement is changing with each passing day. Film and television advertisement is a model of the skillful combination of visual art and auditory art, which involves the knowledge of art or mass communication. Since the birth of film and television advertising, Has passed through the silent to sound, from black and white to color in different stages, and now to the digital stage, digital to achieve unprecedented brilliance. The continuous emergence of new technologies has provided more powerful technical support and unlimited creative possibilities for the development of film and television advertising. The rapid development of special effects production technology has provided more creative space for advertising design and production, a good television advertising, Creativity is very important. The meaning of visual effect of film and television advertisement lies in: different forms of expression directly affect the audience's acceptance and memorization of the whole advertisement information. Any kind of visual expression art, The unity of content and form of expression needs to be studied. Now, with the development of special effects technology in film and television, Various visual forms and special effects are constantly emerging. There is a certain gap between China and foreign countries in the creative and performance aspects of film and television advertising. Through the comparison of various aspects, we can promote the development of domestic film and television advertisement. The design of the film header and subtitle at the end of the film is a part that can not be ignored in the whole advertisement. Moreover, the design and dynamic design of subtitles are different from advertising itself in form, and need to be discussed. This paper mainly discusses the visual performance of film and television advertisement from the light, color and different artistic expression methods of film and television scene design. I hope that the research of this topic can play a little role in promoting the visual performance of film and television advertising design.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524.3

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