影视广告中视听语言的审美运用研究
发布时间：2018-07-21 13:29
【摘要】： 视听语言诞生于电影和电视兴起的时代,其诞生之初就引起了人们广泛的关注。而影视广告中的视觉语言、听觉语言信息的全方位立体式的传播,会比任何传统广告效果都要好。如何发挥视觉语言和听觉语言综合效能,是一个与时俱进的课题,同时也是当今数字媒体时代影视广告成功与否的关键。 本文所论述的基本内容包括:1.视听语言的审美心理分析。2审美技术分析。3.视听语言在影视广告中审美运用的地位作用。影视广告中视听语言心理研究基础是人类追求美好事物的一种与生俱来的需求,这部分所阐释的主要内容是,广告创作者如何通过广告的视听语言去震动消费者的内心情感。在心理研究的基础上,影视广告中视听语言的运用,分析了广告艺术形象的表现形态,总结出视听语言的创新运用的方法。影视广告中视听语言间的相互转换,通过运用视听语言的同步对位来增强广告主题的艺术表现力,唤起受众的心理共鸣。 本文从视听语言的概念及构成要素入手,分析了影视广告中视听语言运用的心理,及表现形态。着重阐述了如何运用视听语言来引导受众产生心理共鸣,从而有效的传递广告信息。这些方法可以运用到专业教学和商业影视广告的创作中,有一定的理论和实践意义。影视广告视听语言的审美运用有利于信息的传递,促进销售,营造了和谐的广告环境,倡导了一种积极、健康的生活方式。
[Abstract]:Audiovisual language was born in the era of film and television. And the visual language and auditory language information in the film and television advertising will be better than any traditional advertising. How to give full play to the comprehensive efficiency of visual and auditory language is not only a topic with the times, but also the key to the success of film and television advertising in the digital media era. The basic contents of this paper include: 1. The Aesthetic Psychological Analysis of Audio-visual language The role of Audio-visual language in the Aesthetic Application of Film and TV Advertising. The psychological research foundation of audiovisual language in film and television advertisement is a kind of inherent demand for human being to pursue beautiful things. The main content of this part is how the advertising creator can shock the consumer's inner emotion through the audiovisual language of advertisement. On the basis of psychological research, this paper analyzes the manifestation of the artistic image of advertising and summarizes the innovative methods of the application of audiovisual language in film and television advertising. The conversion between audiovisual language and audiovisual language in film and television advertisement strengthens the artistic expression of advertising theme and evokes the psychological resonance of the audience through the use of the simultaneous matching of audio-visual language. Starting with the concept and elements of audiovisual language, this paper analyzes the psychology and manifestation of the use of audio-visual language in film and television advertising. How to use audiovisual language to guide the audience to produce psychological resonance, so as to effectively transfer advertising information. These methods can be applied to the creation of professional teaching and commercial advertising, which has theoretical and practical significance. The aesthetic application of audiovisual language is beneficial to the transmission of information, the promotion of sales, the creation of a harmonious advertising environment and the promotion of a positive and healthy lifestyle.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524.3
本文编号：2135676
[Abstract]:Audiovisual language was born in the era of film and television. And the visual language and auditory language information in the film and television advertising will be better than any traditional advertising. How to give full play to the comprehensive efficiency of visual and auditory language is not only a topic with the times, but also the key to the success of film and television advertising in the digital media era. The basic contents of this paper include: 1. The Aesthetic Psychological Analysis of Audio-visual language The role of Audio-visual language in the Aesthetic Application of Film and TV Advertising. The psychological research foundation of audiovisual language in film and television advertisement is a kind of inherent demand for human being to pursue beautiful things. The main content of this part is how the advertising creator can shock the consumer's inner emotion through the audiovisual language of advertisement. On the basis of psychological research, this paper analyzes the manifestation of the artistic image of advertising and summarizes the innovative methods of the application of audiovisual language in film and television advertising. The conversion between audiovisual language and audiovisual language in film and television advertisement strengthens the artistic expression of advertising theme and evokes the psychological resonance of the audience through the use of the simultaneous matching of audio-visual language. Starting with the concept and elements of audiovisual language, this paper analyzes the psychology and manifestation of the use of audio-visual language in film and television advertising. How to use audiovisual language to guide the audience to produce psychological resonance, so as to effectively transfer advertising information. These methods can be applied to the creation of professional teaching and commercial advertising, which has theoretical and practical significance. The aesthetic application of audiovisual language is beneficial to the transmission of information, the promotion of sales, the creation of a harmonious advertising environment and the promotion of a positive and healthy lifestyle.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：J524.3
【参考文献】
相关期刊论文 前2条
1 王俊峰,王惠芳;影视广告构成的三个基本要素[J];河南气象;2002年03期
2 梁艳;;影视广告的人性化设计[J];科技创新导报;2008年12期
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