数字动画广告设计的理性思维与感性思维
发布时间：2019-01-29 05:53
【摘要】：随着数字化时代的来临，动画产业的蓬勃发展，广告传播方式和种类都发生了重大变化。数字动画广告在这种发展形势下应运而生。数字动画以其独特的视觉优势和科技手段，，广泛的应用在广告创意设计之中，已成为当代新型广告创作的重要手段，如何运用好这一特殊的艺术样式和设计制作手段，创作出富有激情和创意的广告成为我们研究的重要课题。其中，创意思维与设计方法的正确与否，决定着动画广告的信息传达效果。因此，在数字动画广告设计过程中，研究和讨论理性思维和感性思维，并结合广告策划设计等实际应用进行试验和论证，有着重要的研究价值和意义。 本文所研究的核心内容是从理性思维和感性思维两个角度从发，分别论述了它们在数字动画广告中图像、色彩、空间光影和声音四个方面的作用和运用，阐述了在数字动画广告设计中，理性思维和感性思维活动二者各自的性质与特征以及在广告设计中如何实践和应用。本文通过诸多案例论述了理性思维和感性思维两者各自不同和互为辩证的哲学关系。理性思维为主的思考指导着形象思维的具体运用，是感性思维中的暗线和脉络,感性思维是理性思维的基础与前提。理性思维和感性思维在数字动画广告中相辅相成,互相对立又互相渗透，数字动画广告中两者相契合，才能产生出具有优秀的思想与创造力的作品。
[Abstract]:With the advent of the digital era and the vigorous development of animation industry, the way and types of advertising communication have undergone significant changes. The digital animation advertisement emerges as the times require under this kind of development situation. Digital animation, with its unique visual advantages and scientific and technological means, has been widely used in advertising creative design, and has become an important means of modern advertising creation. How to make good use of this special art style and design and production means, Creating advertisements full of passion and creativity has become an important subject of our research. Among them, creative thinking and design methods determine the information transmission effect of animation advertising. Therefore, in the process of digital animation advertising design, it is of great value and significance to study and discuss rational thinking and perceptual thinking, and to test and demonstrate them in combination with the practical applications such as advertising planning and design. The core content of this paper is to discuss their functions and applications in image, color, spatial light and sound in digital animation advertisement from two angles of rational thinking and perceptual thinking. This paper expounds the properties and characteristics of rational thinking and perceptual thinking activities in the design of digital animation advertisement, and how to practice and apply them in advertising design. This paper discusses the philosophical relationship between rational thinking and perceptual thinking through many cases. Rational thinking, which is the basis and premise of rational thinking, guides the concrete application of image thinking and is the dark line and vein of perceptual thinking. Rational thinking and perceptual thinking complement each other in digital animation advertising, which are opposite and permeate each other. Only when the two agree in digital animation advertising, can excellent ideas and creativity be produced.
【学位授予单位】：齐齐哈尔大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J218.7;J524.3
本文编号：2417709
[Abstract]:With the advent of the digital era and the vigorous development of animation industry, the way and types of advertising communication have undergone significant changes. The digital animation advertisement emerges as the times require under this kind of development situation. Digital animation, with its unique visual advantages and scientific and technological means, has been widely used in advertising creative design, and has become an important means of modern advertising creation. How to make good use of this special art style and design and production means, Creating advertisements full of passion and creativity has become an important subject of our research. Among them, creative thinking and design methods determine the information transmission effect of animation advertising. Therefore, in the process of digital animation advertising design, it is of great value and significance to study and discuss rational thinking and perceptual thinking, and to test and demonstrate them in combination with the practical applications such as advertising planning and design. The core content of this paper is to discuss their functions and applications in image, color, spatial light and sound in digital animation advertisement from two angles of rational thinking and perceptual thinking. This paper expounds the properties and characteristics of rational thinking and perceptual thinking activities in the design of digital animation advertisement, and how to practice and apply them in advertising design. This paper discusses the philosophical relationship between rational thinking and perceptual thinking through many cases. Rational thinking, which is the basis and premise of rational thinking, guides the concrete application of image thinking and is the dark line and vein of perceptual thinking. Rational thinking and perceptual thinking complement each other in digital animation advertising, which are opposite and permeate each other. Only when the two agree in digital animation advertising, can excellent ideas and creativity be produced.
【学位授予单位】：齐齐哈尔大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J218.7;J524.3
【参考文献】
相关期刊论文 前6条
1 李相;;3D电影美学初探[J];当代电影;2009年12期
2 韩新顺;;场景设计中的空间表现在动画影视中的重要性[J];电影文学;2007年20期
3 崔晋;;浅析计算机三维技术及其在现代影视娱乐传媒中的应用[J];电影评介;2008年24期
4 邵青春;;音乐对广告效果的影响途径研究[J];商场现代化;2009年11期
5 周雪梅,张晶;在审美与娱乐之间——当代中国电视的价值取向[J];现代传播;2003年01期
6 李丽;;消费文化的哲学思考[J];学习论坛;2007年02期
本文编号：2417709
本文链接：https://www.wllwen.com/wenyilunwen/guanggaoshejilunwen/2417709.html
