论影视广告的人性化设计

发布时间：2018-06-25 10:06

本文选题：影视广告 + 人性　；参考：《湖南师范大学》2007年硕士论文

【摘要】： 影视广告市场在经历了德国世界杯、超级女生等众多赛事的洗礼，仍然硝烟弥漫，2008年北京奥运更为影视广告提供了高水准的展现平台，，迎得契机的同时也带来了极大的挑战。这些契机与挑战萌动了本文的创作。影视广告想要获得长足发展必须要具备全球性战略眼光，更要深刻洞悉内在的人性。人性是在现实的社会历史中不断发展的人类特性，是人的一般属性，并非是一开始就规定好的某种永恒不变的先验本质。它是自然属性和社会属性的统一。自然属性是人性的始发状态，有其邪恶的历史根源，需要合理的控制，社会属性是动态的，不断向深度和广度上拓展的。人性发展的历史性和无限性，决定了其设计的适时代性和发展的无止境性。人性化设计是以促进人的全面发展为向导，不断满足人们日益增长的物质和精神需要，它是动态发展的，反映了人与社会的和谐和丰富性要求。它为影视广告的发展注入了新活力，更为影视广告实现全球化战略打下了坚实的理论基础，在影视广告中意义重大。本文提出人性化设计是影视广告发展的必然，通过对影视广告人性化设计特点的横向和纵向分析，其中包括影视广告的形式要素、创作因素和媒体环境因素分析和理性、感性、文化层面的阐述，强调了人性化设计在影视广告中的独特作用和地位。以期引起广告人士对影视广告中人性化设计的重视，并为影视广告的发展提供某些借鉴。
[Abstract]:The film and television advertising market has experienced the baptism of many events such as the World Cup in Germany, super girls and so on, still filled with smoke. The 2008 Beijing Olympic Games provides a high standard display platform for film and television advertising, which brings great challenges as well as opportunities. These opportunities and challenges have inspired the creation of this article. In order to make great progress, film and television advertising must have global strategic vision and deep insight into human nature. Human nature is the human characteristic which develops constantly in the realistic social history, is the human general attribute, is not some kind of eternal transcendental essence which is stipulated from the beginning. It is the unity of natural and social attributes. Natural attribute is the origin of human nature, has its evil historical root, needs reasonable control, the social attribute is dynamic, unceasingly expands to the depth and the breadth. The history and infinity of the development of human nature determine the design of the suitable times and endless development. The humanized design is guided by the promotion of the all-round development of human beings and meets the ever-increasing material and spiritual needs of people. It is dynamic and reflects the requirements of harmony and richness between human beings and society. It has injected new vitality into the development of film and television advertising, and has laid a solid theoretical foundation for the realization of the globalization strategy of film and television advertising, which is of great significance in film and television advertising. This paper puts forward that humanized design is the necessity of the development of film and television advertisement. Through the horizontal and vertical analysis of the characteristics of the humanized design of film and television advertisement, including the form element of film and television advertisement, the factor of creation and the factor of media environment, the analysis of rationality and sensibility, The cultural level emphasizes the unique role and position of humanized design in film and television advertising. In order to attract the attention of advertisers to the humanized design of film and television advertising, and to provide some reference for the development of film and television advertising.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J524.3

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