人性化设计理念在影视广告中的地位

发布时间：2018-05-09 13:05

本文选题：影视广告 + 人性　；参考：《湖南师范大学》2013年硕士论文

【摘要】：影视广告在我国近年来的快速发展,特别是在经历了南非世界杯、江苏卫视风靡全球的娱乐节目非诚勿扰以及王老吉的变故等许多媒体节目、重大体育赛事和商业事件后,仍然锣鼓震天、硝烟弥漫。2012年的伦敦奥运会,更是为影视广告搭构了高规格的展示舞台,但同时即将面对的是剧烈的竞争和挑战。面对这样的机遇和挑战,我国影视广告想要高水准的发展,想得到国际同行的高度认同以及获得更多的市场份额,我们就应该要有国际视野和战略高度的理念,当然同时更要注重人性化在影视广告作品的创作过程中的应用。人性本质上是指人类特性,它随着社会历史的发展而不断发展变化,人性主要包含人的属性中的自然和社会两种属性。人性化设计主要为促进人的全方位发展提供导向作用,是以不断满足人们日益增长的物质和精神需要为目的的,它也是一个动态发展的过程。人性化设计理念为影视广告提供了新的发展契机,我国的影视广告国际化发展战略的目标也有了坚实的学术和理论的保障,它在我国影视广告的发展史中意义重大而深远。论文首先提出了影视广告的人性化设计理念是影视广告发展的必然趋势,接着对影视广告人性化设计理念特点从横向和纵向展开分析,其中包括了影视广告的表现形式要素、创意制作因素和媒体环境等因素的分析和全方位的综合研究,进一步讨论了人性化设计理念的地位、作用和重要意义。期望能够得到广告业内对人性化设计理念的重视,为我国影视广告现阶段的健康、快速发展添砖加瓦。
[Abstract]:In recent years, film and television advertising has developed rapidly in China, especially in the world cup in South Africa, the entertainment programs of Jiangsu TV and Wang Lao Ji's misfortune, and other multimedia programs, major sports events and business events, still gongs and drums, and the London Olympic Games for.2012 years, more for film and television advertising. In the face of such opportunities and challenges, China's film and television advertisements want to develop high standards, to get the high identity of the international counterparts and to gain more market share, we should have an international perspective and a high level of strategic concept, of course, at the same time. More attention should be paid to the application of humanization in the creation process of film and television advertising works.
Human nature refers to human nature in essence. It develops and changes with the development of social history. Human nature mainly includes two attributes of nature and society in human nature. Humanized design is mainly to provide guidance for the all-round development of human beings. It is aimed at constantly meeting the material and spiritual needs of people's daily growth. It is a process of dynamic development. The concept of humanized design provides a new opportunity for the development of film and television advertising. The goal of the international development strategy of China's film and television advertising has a solid academic and theoretical guarantee. It is of great significance and far-reaching significance in the history of the development of China's film and television advertising.
The paper first proposed that the humanized design concept of film and television advertising is the inevitable trend of the development of film and television advertising. Then, it analyzes the characteristics of the humanized design concept of film and television advertising from the horizontal and vertical analysis, including the expression elements of the film and television advertising, the factors of creative production and media environment and comprehensive comprehensive research. The paper further discusses the status, role and significance of humanized design concept, hoping to get the attention of the advertising industry to the humanized design concept, and to add brick and brick for the healthy and rapid development of the present stage of the film and television advertisements in China.

【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3

【共引文献】