我国动画广告的发展与应用
发布时间：2018-08-09 18:15
【摘要】：动画与广告结合的渊源由来已久。随着时代的发展,巨大的市场需求让动画广告越来越得到人们的重视,我国新媒体动画广告正表现出空前的活力,动画广告以新媒体动画技术以及新传播媒介作为重要依托有着新的特点和规律。首先绪论部分,本章节在叙述相关研究背景后,将动画广告按照动画形式、传播媒介和广告目的不同进行了归类总结,概括了不同类型的动画广告在应用中的特点优势;而后,根据相关数据的分析,从市场需求、动画与广告发展需要以及技术进步等诸多方面,梳理出了我国动画广告发展的必要性和必然性关联。其次,为更好的研究我国动画广告发展脉络,本文以动画广告传播媒介的发展变化作为切入点,将我国动画广告的发展历程进行了时代划分,将其划分为电影媒介时代、电视媒介时代、网络媒介时代,移动网络媒体时代。介绍了我国第一部动画广告《舒振东华文打字机》的历史意义,并通过历史梳理与案例分析,从媒介变化、呈现方式等多方面归纳总结了我国各个时期的动画广告传播和发展的特点。再次,通过国内外优秀动画广告作品的研究分析,本文基于动画本身的特点从艺术角度和应用角度,重点描述了当动画运用于广告中时,在画面、内容、表达与应用中所产生的新的特点、结合点与优势。经过相关案例的介绍,更为清晰的展示了动画广告艺术性与实用性共存的特征,夸张性和超时空性的在创作中的具体应用以及动画广告独特的画面感染力,分析了新媒体时代下动画广告在交互性等方面的显著优势。最后,本文基于对我国动画广告发展与应用方式的较为系统性的研究与分析,指出我国动画广告的不足之处并归纳我国动画广告的发展策略。通过相关案例的分析,提出了在动画广告设计中应以创意为先,优化动画广告创作中的思维方式;分析了动画广告中色彩对于受众的视觉与知觉上的重要性,阐述了色彩设定中应注重品牌效应、产品功能、情感体验等因素的影响;论证了在提升动画角色辨识度方面,动画广告角色符号化塑造要与品牌文化相一致并且具有可延续性;归纳了我国动画广告立足于新媒体传播媒介的特征,提出我国动画广告和新媒体形式的结合中,在横、纵向两方面进行拓展及应用的优势与重要性;表明了加强人才培养,完善我国动画广告市场监管机制,提高新媒体传播媒介公信度等策略对我国动画广告发展的重要性。
[Abstract]:The combination of animation and advertising has a long history. Along with the development of the times, the huge market demand makes the animation advertisement get more and more attention, the new media animation advertisement of our country is showing unprecedented vitality. Animation advertising with new media animation technology and new media as an important basis has new characteristics and laws. First of all, in the introduction part, after describing the relevant research background, this chapter classifies the animation advertisement according to the animation form, the media and the advertising purpose, summarizes the characteristic superiority of the different types of animation advertisement in the application. According to the analysis of relevant data, the necessity and inevitability of the development of animation advertising in China are analyzed from the aspects of market demand, development needs of animation and advertising, and technological progress. Secondly, in order to better study the development of animation advertising in China, this paper takes the development and change of animation advertising media as the breakthrough point, divides the development process of animation advertising into the era of film media, and divides it into the era of film media. TV media age, network media age, mobile network media era. This paper introduces the historical significance of the first animated advertisement "Shu Zhendong Chinese typewriter" in China, and through historical combing and case analysis, from the media change, This paper summarizes the characteristics of the spread and development of animation advertisement in different periods in China. Thirdly, through the research and analysis of excellent animation advertising works at home and abroad, this paper, based on the characteristics of animation itself, from the perspective of art and application, focuses on describing the picture and content when animation is used in advertising. Expression and application of new features, points and advantages. Through the introduction of relevant cases, it shows more clearly the characteristics of the coexistence of artistry and practicability of animation advertising, the concrete application of hyperbole and transcendence in creation, and the unique picture appeal of animation advertisement. This paper analyzes the significant advantages of animation advertising in the new media era in such aspects as interactivity. Finally, based on the systematic research and analysis of the development and application of animation advertising in China, this paper points out the shortcomings of animation advertising in China and summarizes the development strategies of animation advertising in China. Through the analysis of relevant cases, this paper puts forward that the creative should be the first in the animation advertising design, and optimizes the mode of thinking in the animation advertisement creation, and analyzes the importance of color in the animation advertisement to the audience's vision and perception. This paper expounds the influence of factors such as brand effect, product function, emotion experience and so on in color setting, and demonstrates that the symbolization of animation advertising role should be consistent with brand culture and have continuity in improving the recognition degree of animation role. This paper sums up the characteristics of Chinese animation advertisement based on the new media, and points out the advantages and importance of expanding and applying in horizontal and vertical aspects in the combination of animation advertisement and new media form in our country, which indicates that the cultivation of talents should be strengthened. It is important for the development of animation advertising in China to perfect the supervision mechanism of animation advertising market and improve the credibility of new media.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3
本文编号：2174901
[Abstract]:The combination of animation and advertising has a long history. Along with the development of the times, the huge market demand makes the animation advertisement get more and more attention, the new media animation advertisement of our country is showing unprecedented vitality. Animation advertising with new media animation technology and new media as an important basis has new characteristics and laws. First of all, in the introduction part, after describing the relevant research background, this chapter classifies the animation advertisement according to the animation form, the media and the advertising purpose, summarizes the characteristic superiority of the different types of animation advertisement in the application. According to the analysis of relevant data, the necessity and inevitability of the development of animation advertising in China are analyzed from the aspects of market demand, development needs of animation and advertising, and technological progress. Secondly, in order to better study the development of animation advertising in China, this paper takes the development and change of animation advertising media as the breakthrough point, divides the development process of animation advertising into the era of film media, and divides it into the era of film media. TV media age, network media age, mobile network media era. This paper introduces the historical significance of the first animated advertisement "Shu Zhendong Chinese typewriter" in China, and through historical combing and case analysis, from the media change, This paper summarizes the characteristics of the spread and development of animation advertisement in different periods in China. Thirdly, through the research and analysis of excellent animation advertising works at home and abroad, this paper, based on the characteristics of animation itself, from the perspective of art and application, focuses on describing the picture and content when animation is used in advertising. Expression and application of new features, points and advantages. Through the introduction of relevant cases, it shows more clearly the characteristics of the coexistence of artistry and practicability of animation advertising, the concrete application of hyperbole and transcendence in creation, and the unique picture appeal of animation advertisement. This paper analyzes the significant advantages of animation advertising in the new media era in such aspects as interactivity. Finally, based on the systematic research and analysis of the development and application of animation advertising in China, this paper points out the shortcomings of animation advertising in China and summarizes the development strategies of animation advertising in China. Through the analysis of relevant cases, this paper puts forward that the creative should be the first in the animation advertising design, and optimizes the mode of thinking in the animation advertisement creation, and analyzes the importance of color in the animation advertisement to the audience's vision and perception. This paper expounds the influence of factors such as brand effect, product function, emotion experience and so on in color setting, and demonstrates that the symbolization of animation advertising role should be consistent with brand culture and have continuity in improving the recognition degree of animation role. This paper sums up the characteristics of Chinese animation advertisement based on the new media, and points out the advantages and importance of expanding and applying in horizontal and vertical aspects in the combination of animation advertisement and new media form in our country, which indicates that the cultivation of talents should be strengthened. It is important for the development of animation advertising in China to perfect the supervision mechanism of animation advertising market and improve the credibility of new media.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3
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