论电视广告画面与音乐的关系—关于电视广告画面与音乐的审美研究

发布时间：2018-05-27 19:03

本文选题：电视广告 + 音画关系　；参考：《苏州大学》2011年硕士论文

【摘要】：现代电视广告已不再是传统意义上的简单的商品叫卖,而是成为了一种新式的视听传播媒介。虽然电视广告具有播出时间短、制约因素多、制作过程复杂、成本高昂等不足之处,但仍然能通过巧妙地运用视听元素以及其独特的表现性和传播性恰到好处地塑造了商品的形象和品位,还从各个方面影响到人们的现代生活,成为促进现代商品经济发展的一支不可替代的重要力量。电视广告画面的构成要素具有多样的形式美,受众通过一定的感受机制感受并认可这种独特的审美体验。电视广告中的音乐也通过优美的旋律和幻化的节奏使受众产生了丰富的联想。因此,电视广告是画面和音乐的完美契合,这两项因素对于电视广告来说不可或缺,它们具有兼容并蓄的辩证关系,并通过异质同构的音画通感以使受众达到审美心理上的统一,因而具有极高的美学价值和意义。在电视广告未来的发展中,除在技术手段方面仍需继续提升外,还必须合理运用音画艺术的节奏感、韵律感和独特的视觉识别系统来不断提升和强化电视广告艺术的美学价值和传播功能,以便更好地服务于人们的现代生活。
[Abstract]:Modern TV advertising is no longer a simple commodity hawking in the traditional sense, but a new audio-visual medium. Although television advertisements have some disadvantages, such as short broadcast time, many constraints, complicated production process, high cost, etc. But it is still possible to shape the image and taste of goods in an appropriate way through the skillful use of audio-visual elements and their unique expressiveness and dissemination, and to affect people's modern lives in every way. To promote the development of modern commodity economy an irreplaceable important force. The composing elements of TV advertisement picture have various formal beauty, and the audience feels and approves this unique aesthetic experience through certain feeling mechanism. The music in TV advertisement also makes the audience rich association through beautiful melody and illusion rhythm. Therefore, the television advertisement is the perfect match between the picture and the music. These two factors are indispensable to the television advertisement, and they have a dialectical relationship of inclusiveness. Through the synesthesia of different and isomorphic sound and painting, the audience can achieve the unity of aesthetic psychology, so it has high aesthetic value and significance. In the future development of TV advertising, besides continuing to improve its technical means, it is also necessary to make rational use of the rhythm of phonetic and pictorial art. Prosody sense and unique visual recognition system constantly enhance and strengthen the aesthetic value and communication function of TV advertising art in order to better serve people's modern life.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J904;F713.8

【共引文献】