探究商业广告中人物造型的视觉效应
发布时间：2019-04-19 14:06
【摘要】：人物的造型设计无时无刻地在影响着周围的人对此评价，及产品在市场占有力。在市场经济竞争的十分激烈的情况下，广告已经日益成为一种竞争力，而广告中的人物造型设计更是重中之重。塑造完美的形象，不仅能体现产品的档次，同时也是提升产品在消费者心目中的地位，人物形象的设计已经成为一种新的生产力资源，成为对公众的一种凝聚力，吸引力，感召力，诉求力和竞争力。广告中的人物形象是指出现在广告作品中，在一定的情景中完成一定的行为的人的视觉化外貌和举止。它一方面表现为图片和影像等视觉化物质形象；另一方面，也作用于受众的情感、心理和意识，表现为一种概念形象。 国外有专家就指出：人物造型设计是当今社会的核心之一，这就是说，造型设计可以决定发展，可以直接涉及效益，可以决定财富的多少。本文的创新点是通过肢体语言来展示人物在造型上的特点。现代社会很多明星代言的产品，由于在语言上夸大其词，引发官司。我们可以把广告中的人物进行造型设计，通过肢体语言来传递商品信息，配以简单的广告语表达出产品的内涵。 商业广告针对目标市场的受众，获得产品使用者、购买决策者及潜在消费者的普遍关注。而广告中的人物造型，就需要通过分析产品的背景、市场的定位，来引出适合的造型设计，要从人物造型设计流程、化妆的功能视觉效应的多方认同等几个方面阐述。目前国内外的研究一是针对人物形象进行分析，，研究其对于传播效果是否具有独特效果；一种是不同的人物形象类型与产品的组合对产品推广的作用。这两种多以实证研究为主，研究对于正确运用人物形象以及规范广告中人物形象的恰当设计和应用有很大的积极意义。这些基本都是从营销和市场方面探讨研究，而真正通过化妆、发型、肢体语言等人物主题来研究的还很少 本课题研究目的、意义：分析商业广告中人物如何通过造型能达到一个好的视觉效果，主要是针对产品进行市场定位、产品的分析、来选择适合的广告代言人，同时对代言人的服装、化妆、表情、肢体语言上进行指导，来诠释商品的内涵。希望通过研究，能对商业广告中人物造型起到一定的指导作用。
[Abstract]:Personage design is always affecting the people around the evaluation, and the product in the market is powerful. Under the intense competition of market economy, advertisement has become a kind of competitive power day by day, and the character shape design in advertisement is the most important. To create a perfect image can not only reflect the grade of the product, but also promote the position of the product in the consumer's mind. The design of the character image has become a new productive force resource and a kind of cohesion and attraction to the public. Appeal, appeal and competitiveness. The character image in an advertisement refers to the visual appearance and behavior of a person who appears in an advertising work and performs a certain act in a certain situation. On the one hand, it shows the visual material image such as picture and image, on the other hand, it also acts on the emotion, psychology and consciousness of the audience, which is a kind of concept image. Foreign experts have pointed out that figure design is one of the core of the society, that is, shape design can determine the development, can directly involve the benefits, can determine the amount of wealth. The innovation of this paper is to show the characters' characteristics in shape through body language. Modern society many star endorsement product, because in language exaggerates, causes the lawsuit. We can design the characters in the advertisement, pass the product information through the body language, and express the connotation of the product in the simple advertising language. Commercial ads target the target market audience, gain widespread attention from product users, purchasing decision makers and potential consumers. The character modeling in advertisement needs to analyze the background of the product, market positioning, to draw out the suitable shape design, from the figure modeling design process, the functional visual effect of makeup and other aspects of identification and so on. At present, the research at home and abroad is to analyze the character image, study whether it has a unique effect on the dissemination effect; one is the role of different character image types and product combination to product promotion. These two kinds of research mainly focus on the empirical research, which has great positive significance for the correct use of the character image and the proper design and application of the character image in the advertisement. These are basically from the marketing and marketing aspects of the study, but the real use of makeup, hairstyle, body language and other character themes to study the purpose of this topic is very few. Significance: to analyze how characters in commercial advertisements can achieve a good visual effect by modeling, mainly for the market positioning of products, product analysis, to select suitable advertising spokesmen, and at the same time to the spokesperson's clothing, make-up, Expression, body language guidance, to interpret the connotation of the commodity. Hope through the research, can play a certain role in guiding the character modeling in the commercial advertisement.
【学位授予单位】：大连工业大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J524.3
本文编号：2461008
[Abstract]:Personage design is always affecting the people around the evaluation, and the product in the market is powerful. Under the intense competition of market economy, advertisement has become a kind of competitive power day by day, and the character shape design in advertisement is the most important. To create a perfect image can not only reflect the grade of the product, but also promote the position of the product in the consumer's mind. The design of the character image has become a new productive force resource and a kind of cohesion and attraction to the public. Appeal, appeal and competitiveness. The character image in an advertisement refers to the visual appearance and behavior of a person who appears in an advertising work and performs a certain act in a certain situation. On the one hand, it shows the visual material image such as picture and image, on the other hand, it also acts on the emotion, psychology and consciousness of the audience, which is a kind of concept image. Foreign experts have pointed out that figure design is one of the core of the society, that is, shape design can determine the development, can directly involve the benefits, can determine the amount of wealth. The innovation of this paper is to show the characters' characteristics in shape through body language. Modern society many star endorsement product, because in language exaggerates, causes the lawsuit. We can design the characters in the advertisement, pass the product information through the body language, and express the connotation of the product in the simple advertising language. Commercial ads target the target market audience, gain widespread attention from product users, purchasing decision makers and potential consumers. The character modeling in advertisement needs to analyze the background of the product, market positioning, to draw out the suitable shape design, from the figure modeling design process, the functional visual effect of makeup and other aspects of identification and so on. At present, the research at home and abroad is to analyze the character image, study whether it has a unique effect on the dissemination effect; one is the role of different character image types and product combination to product promotion. These two kinds of research mainly focus on the empirical research, which has great positive significance for the correct use of the character image and the proper design and application of the character image in the advertisement. These are basically from the marketing and marketing aspects of the study, but the real use of makeup, hairstyle, body language and other character themes to study the purpose of this topic is very few. Significance: to analyze how characters in commercial advertisements can achieve a good visual effect by modeling, mainly for the market positioning of products, product analysis, to select suitable advertising spokesmen, and at the same time to the spokesperson's clothing, make-up, Expression, body language guidance, to interpret the connotation of the commodity. Hope through the research, can play a certain role in guiding the character modeling in the commercial advertisement.
【学位授予单位】：大连工业大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：J524.3
【参考文献】
相关期刊论文 前8条
1 孟盈,董天策;观察品牌传播中的形象代言人[J];传媒观察;2005年02期
2 马晓荔,张健康;公益传播现状及发展前景[J];当代传播;2005年03期
3 刘丽琼;;浅谈色彩在广告设计中的消费导向作用[J];河南机电高等专科学校学报;2008年06期
4 田禾;;浅谈电视舞台化妆造型艺术[J];青年记者;2007年14期
5 王萍;;消费文化背景下的广告形象代言人研究[J];成都理工大学学报(社会科学版);2007年03期
6 罗兰秋;广告中女性形象塑造批评[J];西南民族大学学报(人文社科版);2005年09期
7 李克;程国辉;;品牌形象代言人探析[J];职业时空;2007年15期
8 崔斌箴;论广告的道德负面影响及其规范[J];中国社会科学院研究生院学报;2002年S1期
本文编号：2461008
本文链接：https://www.wllwen.com/wenyilunwen/guanggaoshejilunwen/2461008.html
