影视广告的艺术化创作研究

发布时间：2019-06-15 07:34

【摘要】：影视广告艺术属于综合性艺术。影视艺术中的声、光、电等科技手段和影视广告的短、奇、快等特点,从根本上动摇了传统艺术理论,必须综合运用各种语言艺术,包括镜头语言、音响语言、色彩语言、戏剧语言、文案语言等艺术技巧,以造成呼应、悬念、对比、暗示、联想等戏剧性的艺术效果,来迎合和满足受众的心理,从而达到营销的目的。现阶段受众对不厌其烦的、重复的、有偿的、劝说的、强制性的广告热播大多数持反感态度。所以,要改变我国的影视广告现状,提升中国影视广告的收视率,就必须加强影视广告的艺术化创作,需要从前期创意、受众心理、制作手段,后期制作等进行系统规划设计。随着科技的日新月异,每天都不断有影视制作的新观念、新方法、新技术和新软件出现,影视广告也随之发展迅速。影视广告艺术创作将朝着更新、更炫、更生动的方式发展,将会出现更好的经过艺术化处理的影视广告作品。所以现代影视广告艺术化创作发展的道路是我们需要研究的问题。本文通过对一些资料的整理和分析,结合影视广告及影视作品艺术化创作的实践案例,对影视广告艺术创作的相关问题进行系统梳理,在此基础上分析总结其运作手段。全文共分为五个部分: 第一部分为绪论,交代了论文的选题的背景和意义、研究方法及目的。第二部分梳理影视广告艺术化创作的相关概念和发展状况,总结影视广告艺术化创作的要求及特点。第三部分引用实例重点分析影视广告艺术化创作的的常见手段和技巧,并总结影视广告艺术化创作的优势和误区。第四部分归纳影视广告艺术创作的美学趋势和发展未来。第五部分为结语,总结全文观点。
[Abstract]:Film and television advertising art belongs to comprehensive art. The characteristics of sound, light, electricity and other scientific and technological means in film and television art and the short, strange and fast of film and television advertising have fundamentally shaken the traditional art theory. We must make comprehensive use of various language arts, including lens language, audio language, color language, dramatic language, copywriting language and other artistic skills, in order to create dramatic artistic effects such as echo, suspense, contrast, suggestion, association and so on, to cater to and satisfy the psychology of the audience. In order to achieve the purpose of marketing. At this stage, the audience is tired of, repetitive, paid, persuasive, mandatory advertising popular most of the aversion attitude. Therefore, in order to change the present situation of film and television advertising in our country and improve the viewing rate of Chinese film and television advertising, we must strengthen the artistic creation of film and television advertising, and need to carry on the system planning and design from the early creative, audience psychology, production means, post-production and so on. With the rapid development of science and technology, there are new concepts, new methods, new technologies and new software for film and television production every day, and film and television advertising is also developing rapidly. The artistic creation of film and television advertising will develop in a newer, more dazzling and more vivid way, and there will be better artistic film and television advertising works. Therefore, the development of modern film and television advertising artistic creation is a problem that we need to study. Through the collation and analysis of some materials, combined with the practical cases of film and television advertising and artistic creation of film and television works, this paper systematically combs the related problems of film and television advertising art creation, and on this basis, analyzes and summarizes its operating means. The full text is divided into five parts: the first part is the introduction, which explains the background and significance, research methods and purpose of the topic. The second part combs the related concepts and development of the artistic creation of film and television advertising, and summarizes the requirements and characteristics of the artistic creation of film and television advertising. The third part focuses on the analysis of the common means and skills of the artistic creation of film and television advertising, and summarizes the advantages and misunderstandings of the artistic creation of film and television advertising. The fourth part summarizes the aesthetic trend and development future of film and television advertising art creation. The fifth part is the conclusion, summarizes the full text viewpoint.
【学位授予单位】：西北民族大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3

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