水墨宣传片的人文内涵及其发展前景
发布时间：2018-11-29 09:30
【摘要】：水墨宣传片即水墨动画宣传片,它是以中国传统水墨为表现形式的广告宣传短片,属于水墨动画的一种,其表现形式与人文内涵来源于中国传统水墨画。本文结合我们所能搜集到的片子,对水墨宣传片的缘起、人文内涵及其发展前景进行了深入的分析、论述和总结,并对我国未来水墨宣传片的发展提出了建设性的意见。 水墨宣传片源自中国传统水墨画,是对传统水墨形式的变形及创造性发挥,是中国传统人文意蕴和现代艺术精神的结合。我们认为,以央视水墨宣传片《相信品牌的力量·水墨篇》为代表的当代水墨宣传片,具有深厚的人文内涵与文化品味。通过与国外同类片子的比较我们发现,国人制作的水墨宣传片拥有自己独特的哲学底蕴与文化意味。中国水墨宣传片的黑白二色,蕴含着中国传统的阴阳和合思想;画面的意象与留白,体现了中国人虚实相生的审美观念;而阴阳和合与虚实相生在水墨宣传片中的体现,则营造出一种生生不息、大化流行的艺术境界。 中国水墨宣传片的民族特性及其深厚的人文内涵,使其具备广阔的发展前景,但由于水墨片制作的高成本、人才的缺乏以及衍生品产业链的不完整,导致水墨宣传片在商业性与艺术性之间的矛盾很难得到化解。因此,我们希望国家在产业政策、人才培养、市场引导等方面给予水墨片大力支持,这样,一方面可以弘扬中国优秀的文化传统,另一方面又可以打造经典的民族品牌,提升国家形象,让中国文化创意产业真正占领文化与市场的制高点,为中华民族的复兴做出自己应有的贡献。
[Abstract]:The ink and wash propaganda film, which is a kind of Chinese traditional ink painting, and its form of expression and humanistic connotation comes from the Chinese traditional ink painting. Combined with the films we can collect, this paper makes a deep analysis of the origin, humanistic connotation and development prospects of the ink and wash propaganda films, and puts forward constructive suggestions for the future development of the ink and wash propaganda films in our country. The ink and wash propaganda film originates from the Chinese traditional ink painting, is the transformation and the creativity display to the traditional ink form, is the combination of the Chinese traditional humanities connotation and the modern art spirit. We believe that the contemporary wash and ink propaganda film represented by CCTV Ink propaganda film "believe in the strength of the brand" has profound humanistic connotation and cultural taste. Through the comparison with the similar films abroad, we find that the ink and wash propaganda films made by Chinese people have their own unique philosophical background and cultural meaning. The black and white color of the Chinese ink and water propaganda film contains the Chinese traditional thoughts of yin and yang and harmony, the image and the white of the picture reflect the aesthetic concept of the Chinese people living together with the reality. And the embodiment of Yin, Yang and deficiency and reality in the ink-wash propaganda film creates a kind of artistic realm which is endless and popular. The national characteristics of Chinese ink flick propaganda film and its profound humanistic connotation make it have a broad development prospect. However, due to the high cost of ink film production, the lack of talents and the incomplete derivative industry chain, As a result, ink-wash propaganda film in the commercial and artistic contradictions are difficult to resolve. Therefore, we hope that the state will give great support to the ink and wash film in terms of industrial policy, talent training, market guidance, etc., so that, on the one hand, we can carry forward China's excellent cultural tradition, on the other hand, we can create a classic national brand. Promote the national image, let the Chinese cultural and creative industries really occupy the commanding point of culture and market, and make their due contribution to the rejuvenation of the Chinese nation.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J952
本文编号：2364623
[Abstract]:The ink and wash propaganda film, which is a kind of Chinese traditional ink painting, and its form of expression and humanistic connotation comes from the Chinese traditional ink painting. Combined with the films we can collect, this paper makes a deep analysis of the origin, humanistic connotation and development prospects of the ink and wash propaganda films, and puts forward constructive suggestions for the future development of the ink and wash propaganda films in our country. The ink and wash propaganda film originates from the Chinese traditional ink painting, is the transformation and the creativity display to the traditional ink form, is the combination of the Chinese traditional humanities connotation and the modern art spirit. We believe that the contemporary wash and ink propaganda film represented by CCTV Ink propaganda film "believe in the strength of the brand" has profound humanistic connotation and cultural taste. Through the comparison with the similar films abroad, we find that the ink and wash propaganda films made by Chinese people have their own unique philosophical background and cultural meaning. The black and white color of the Chinese ink and water propaganda film contains the Chinese traditional thoughts of yin and yang and harmony, the image and the white of the picture reflect the aesthetic concept of the Chinese people living together with the reality. And the embodiment of Yin, Yang and deficiency and reality in the ink-wash propaganda film creates a kind of artistic realm which is endless and popular. The national characteristics of Chinese ink flick propaganda film and its profound humanistic connotation make it have a broad development prospect. However, due to the high cost of ink film production, the lack of talents and the incomplete derivative industry chain, As a result, ink-wash propaganda film in the commercial and artistic contradictions are difficult to resolve. Therefore, we hope that the state will give great support to the ink and wash film in terms of industrial policy, talent training, market guidance, etc., so that, on the one hand, we can carry forward China's excellent cultural tradition, on the other hand, we can create a classic national brand. Promote the national image, let the Chinese cultural and creative industries really occupy the commanding point of culture and market, and make their due contribution to the rejuvenation of the Chinese nation.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J952
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