动画视觉语言在广告中的优势运用

发布时间：2018-04-19 12:27

本文选题：动画 + 视觉语言　；参考：《西北大学》2012年硕士论文

【摘要】：21世纪被称为“读图时代”,大众每天都被铺天盖地的图像信息包围着,动画业在读图时代焕发出一派生机勃勃的景象,但在这繁荣景象的背后,不少动画商却苦于提高不了动画片的商业化程度,难于实现利益回报。同时,广告商也在不断寻求可以超越传统广告并且能在读图时代的狂潮中不被迅速湮没的能更有效表达广告目的的突破口。在时代潮流趋势下动画和广告实现了完美结合,动画广告的出现为这两个行业的发展扩宽了道路,既为动画业带来了丰厚的利益回报也为广告业打破固有模式提供了条件。这二者的结合如虎添翼、相得益彰,在各自的艺术领域绘出了美丽篇章。动画广告的出现同时满足了观者寻求视觉新鲜,渴望更完美的艺术表现的需求,在艺术设计领域开启了新的研究方向。动画与广告之所以能完美结合是因为动画的视觉语言在广告中的运用有着得天独厚的优势,动画中高度假设性的想象力和表现手法能完美的结合广告寻求创意追求塑造品牌个性形象的意愿,创作出让消费者过目不忘的有较高艺术性的广告。本文依照广告业衡量广告效果的三个标准对动画视觉语言在广告中的应用分析研究得出结论：结合了动画视觉语言的动画广告在当今信息潮流中能很好的吸引消费者注意力,塑造出符合产品内涵的专属品牌形象。同时为动画业的持续发展注入了活力。
[Abstract]:The 21st century is called "the age of reading pictures". The masses are surrounded by images and information every day. The animation industry is full of vitality in the era of reading pictures, but behind this prosperous scene,Many animators are struggling to improve the commercialization of animation, difficult to achieve profit returns.At the same time, advertisers are constantly looking for a breakthrough that can surpass the traditional advertising and can not be quickly obliterated in the era of reading pictures to express the purpose of advertising more effectively.Under the trend of the times, animation and advertising have realized the perfect combination. The appearance of animation advertisement broadens the road for the development of these two industries, which not only brings rich profits to animation industry, but also provides conditions for advertising industry to break the inherent pattern.The combination of the two adds to each other, drawing a beautiful chapter in their respective fields of art.At the same time, the appearance of animation advertisement meets the needs of the viewer seeking fresh vision and more perfect artistic expression, which opens a new research direction in the field of art design.The reason for the perfect combination of animation and advertising is that the visual language of animation has a unique advantage in advertising.The highly hypothetical imagination and expression technique in animation can perfectly combine the advertisement to seek the will of the creative pursuit to mold the brand individual image, and to create the advertisement with higher artistic quality which let the consumer never forget.According to the three standards of advertising industry, this paper analyzes the application of animation visual language in advertising and concludes that animation advertising combined with animation visual language can attract the attention of consumers in the current information trend.Create the exclusive brand image that accords with the product connotation.At the same time for the sustainable development of animation industry injected vitality.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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