数字技术视域下电视公益广告的视觉表现

发布时间：2018-05-16 13:07

本文选题：视觉表现 + 数字技术　；参考：《河北师范大学》2013年硕士论文

【摘要】：现在随着数字技术的发展，电视公益广告在制作水平和表现形式上有了很大突破，公益广告的主题创意也得到了很好地诠释和表达。在数字时代的背景下，人们更偏爱新颖、形式丰富，具有时代特征和艺术表现力强的公益广告作品，这也就要求优秀的电视公益广告，一定要善于利用各种数字手段和技术来完美地表现出广告的主题内涵，即，要通过数字技术所营造出来的视觉美感，来大大提高广告作品的观赏性，主题内容和视觉表现的完美结合是一则优秀电视公益广告成功的基础。在数字技术视域下，对电视公益广告的视觉表现要素，视觉表现特性，以及视觉表现技法，，归纳总结并且进行深入探讨分析，以期对电视公益广告作品的视觉表现上进行美的提升有所帮助，满足受众对电视公益广告视觉审美的需要，这也是本论文的研究目的。本文第一章主要是对影响电视公益广告视觉表现的构成要素进行了分析：画面构图要素，主要是从电视公益广告画面构图特性及构图要求方面进行了论述；画面色彩要素，主要分析了色彩在电视公益广告视觉上的情感表现；画面运动要素，分析了电视公益广告画面运动的表现力和画面的运动节奏。电视画面的存在需要一定的技术作支撑，画面构成要素是电视公益广告视觉表现的基础。本文第二章主要是从画面影像制作的角度，对数字影像在电视公益广告的应用大致分为：二维动画技术为主、三维动画技术为主以及数字合成技术为主的电视公益广告，并对其各类型电视公益广告的视觉表现特性进行了详细的阐述。本文第三章论述了数字技术应用于电视公益广告中常用的视觉表现技法，阐述了合理的表现技法的应用，能够增强电视画面的视觉冲击力和感染力，给受众带来美的视觉感受。在本文的最后一章，对数字技术视域下电视公益广告的视觉审美效用方面进行了提炼总结，在前面论述内容的基础之上，做进一步的提升。本论文通过对数字技术手段应用的电视公益广告进行分类研究，总结其数字技术在视觉表现上的特性，是以列举案例的方式，采用分类研究法、文献资料法以及实际观察和分析来研究探索。之所以选择这类研究方法，是因为此领域的专业应用性较强、现实直观性较高，采用此类研究方法能够比较直观和生动地表现出不同的数字技术的具体应用方式和形式，从现实的角度进行案例分析，结合相关的理论知识，进而更好地论证论文所要表述的主题以及本人所提出的一系列的见解。本文通过研究在数字技术视域下，电视公益广告的视觉表现要素、表现特性和表现技法等方面，来强化电视公益广告的审美效用和传播效果，论文中引用了国内外优秀的电视公益广告片来进行论证，以期对电视公益广告视觉表现多样性的发展，并更好地将理念和诉求主题以新颖直观、易于接受的方式进行表现而有所帮助，同时特别希望本论文能够开拓该领域的创作思路，丰富其理论研究内容。
[Abstract]:With the development of digital technology , TV public service advertisement has made great breakthrough in the production level and manifestation . The theme idea of public service advertisement has been interpreted and expressed well . In the background of the digital age , people prefer to use various digital techniques and techniques to perfect the theme connotation of the advertisement .

The first chapter of this paper mainly analyzes the constituent elements that influence the visual representation of TV public welfare advertisements : the elements of picture composition , mainly from the picture composition characteristic and composition requirement of TV public welfare advertisement picture ;
The color element of picture , mainly analyzes the emotion expression of the color on TV public welfare advertisement ;
This paper analyzes the expressive force of the picture movement and the movement rhythm of the picture . The existence of the TV picture needs a certain technology to support , and the picture element is the basis of the visual representation of the television public service .

The second chapter of this paper is mainly from the view of the image production , the application of the digital image in the TV public service advertisement is divided into two - dimensional animation technology , three - dimensional animation technology and digital synthesis technology as the main television public service advertisement , and the visual performance characteristics of each type of television public service advertisement are expounded in detail .

In the third chapter , the author discusses the application of digital technology in TV public service advertisements , and expounds the application of reasonable performance technique , which can enhance the visual impact force and infection power of the TV picture and bring the visual feeling to the audience .

In the last chapter of this paper , the author summarizes the visual aesthetic utility of TV public service advertisements in the field of digital technology , and makes further improvement on the basis of the previous discussion .

This paper classifies the TV public welfare advertisements which are applied to digital technology , summarizes the characteristics of the digital technology in the visual representation , and studies the exploration based on the way of citing the cases , the classification research method , the document data method and the actual observation and analysis .

This paper studies the visual performance factors , performance characteristics and performance techniques of TV public welfare advertisements in the field of digital technology . The paper quotes the domestic and foreign excellent TV public service advertisement sheets for demonstration , with a view to the development of visual display diversity of TV public welfare advertisements , and helps to express the concept and appeal subject in a novel , intuitive and easy - to - accept way , and especially hope that the thesis can open up the creative thinking in this field and enrich its theoretical research content .

【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.3;J916

【参考文献】