广告对影视剧艺术形象的移植与开发现象研究

发布时间：2018-07-11 21:10

本文选题：广告 + 艺术形象　；参考：《黑龙江大学》2012年硕士论文

【摘要】：广告已经成为当今世界一种必不可少的信息传达形式，然而随着人们生活水平的日益提高，，人们精神需求的不断增长，对广告信息传达形式的要求也越来越高。因此，更符合受众口味、更易于受众接受的广告形式必将油然而生。本文研究的是广告对影视剧艺术形象的移植与开发现象，通过大量的文献整理和分析，从对影视剧艺术形象的移植与开发现象入手，对这种移植式广告开发的形式进行深层次的透视，对此种广告的典型案例、理论依据、操作原则及其价值进行研究。本文试图为广告对影视剧艺术形象的移植与开发这种移植式广告开发的形式提供理论上的引导以及实践上的借鉴。利用影视剧中的人物形象、对白形式和剧中场景进行再创作的移植式广告开发改变了传统的诉求方式和传播环境，更加紧密地与媒体内容相结合，充分发挥了其传播上的种种优势，取得了较为理想的效果。然而目前国内的移植式广告开发也存在很多问题，诸如移植过滥问题、移植失范问题和移植侵权问题等等。因此，广告对影视剧艺术形象的移植与开发要得以健康发展，需要对其进行规范和科学管理，从而使移植式广告达到最佳的宣传效果。
[Abstract]:Advertising has become an indispensable form of information communication in the world today. However, with the improvement of people's living standard and the increasing of people's spiritual needs, the requirement of advertising information communication form is becoming higher and higher. Therefore, more in line with the taste of the audience, more easily accepted advertising form will arise spontaneously. This paper studies the phenomenon of transplantation and development of art image of film and TV drama by advertising. Through a lot of literature collation and analysis, this paper starts with the phenomenon of transplantation and development of art image of film and television drama. This paper studies the typical cases, theoretical basis, operating principles and value of this kind of advertisement. This paper attempts to provide theoretical guidance and practical reference for the transplantation and development of the artistic image of film and television drama by advertising. The use of characters in film and television drama, dialogue form and scene re-creation of the transplant advertising development has changed the traditional appeal way and communication environment, and more closely combined with the media content. Give full play to its various advantages in communication, achieved a more ideal effect. However, there are also many problems in the development of transplantation advertising in China, such as the problem of transplant abuse, transplant anomie, transplant infringement and so on. Therefore, in order to develop the artistic image of film and television dramas healthily, it is necessary to regulate and manage it scientifically so as to achieve the best publicity effect.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8

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