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  本文關(guān)鍵詞：影視廣告的節(jié)奏構(gòu)成關(guān)系　出處：《遼寧師范大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 節(jié)奏 心理感知 構(gòu)成關(guān)系

【摘要】：在許多藝術(shù)領(lǐng)域中都會提到“節(jié)奏”一詞，影視廣告的節(jié)奏不像詩歌或者繪畫的節(jié)奏那樣隱蔽主觀，也不像音樂或者舞蹈的節(jié)奏可以適度量化，可以說影視廣告的節(jié)奏構(gòu)成因素相對于其他領(lǐng)域的藝術(shù)門類更加復(fù)雜，并且節(jié)奏變換可能的無限性比較大，掌握，營造節(jié)奏是影視廣告創(chuàng)作的重大課題，對影視廣告的創(chuàng)作有著極其重要的實(shí)用性和實(shí)踐意義。影視廣告的節(jié)奏需要靠諸多元素和各種表現(xiàn)手段來共同實(shí)現(xiàn)，并不是作為一個(gè)獨(dú)立的元素單獨(dú)存在，影視廣告的節(jié)奏構(gòu)成是指劇作的結(jié)構(gòu)形式，，演員內(nèi)在情緒節(jié)奏和外在動作節(jié)奏；鏡頭畫面的調(diào)度所形成的視覺節(jié)奏；攝影機(jī)的運(yùn)動形式，如推、拉、搖、移不同的運(yùn)動形式和景別的變化所傳達(dá)的情感與情緒狀態(tài)；剪輯方式、鏡頭組接、音樂效果等各種元素的表現(xiàn)手法所筑成的銀幕效果。 本論文的創(chuàng)新之處在于：將認(rèn)知心理學(xué)和格式塔心理學(xué)納為影視廣告創(chuàng)作理論支撐，因?yàn)闃?gòu)成影視廣告的節(jié)奏的這些因素產(chǎn)生的效應(yīng)直接訴諸于觀眾的視聽感官，影響觀眾的情緒起伏線，節(jié)奏的把控直接關(guān)系到影視廣告可觀賞的藝術(shù)性和觀眾心理卷入度，對于廣告內(nèi)容的傳遞，思想的表達(dá)也產(chǎn)生直接聯(lián)系，所以在設(shè)計(jì)時(shí)需要考慮觀眾的心理感知效應(yīng)，當(dāng)聲畫呈現(xiàn)于觀眾的視覺與聽覺，它是在強(qiáng)迫觀眾瞬間一次性接收，不像電影，電視劇的播放時(shí)間那么長可以邊看變揣摩，也不像文學(xué)作品那樣可以反復(fù)閱讀，因此，在短短的幾分鐘甚至幾秒鐘，廣告的節(jié)奏與觀眾的心理、生理節(jié)奏相吻合時(shí)便會對廣告產(chǎn)生更高的認(rèn)同感。 那么對于構(gòu)成節(jié)奏的多種因素怎樣體現(xiàn)在廣告中，怎樣結(jié)合心理學(xué)把內(nèi)部節(jié)奏和外部節(jié)奏完美的結(jié)合，既能產(chǎn)生震撼的視覺沖擊力，又能激起觀眾的情緒，這正是本文所要闡釋的，本文采用了直觀的理論與實(shí)際相結(jié)合的例證法，列舉了大量的實(shí)例圖片，結(jié)合鏡頭語言法則，從心理學(xué)角度，現(xiàn)實(shí)生活角度，事物發(fā)展規(guī)律角度闡述了影視廣告節(jié)奏各種因素的構(gòu)成關(guān)系，并結(jié)合個(gè)人作品來分析這些因素對影視廣告節(jié)奏的指導(dǎo)作用。
[Abstract]:In many fields of art, the term "rhythm" is mentioned. The rhythm of film and television advertising is not as subjective as the rhythm of poetry or painting, nor is it moderately quantifiable like the rhythm of music or dance. It can be said that the rhythm of film and television advertising elements are more complex than other fields of art, and rhythm change may be infinity relatively large, master, creating rhythm is a major subject of film and television advertising creation. The rhythm of film and television advertising needs to be realized by many elements and various means of expression, not as an independent element. The rhythmic composition of film and television advertisements refers to the structural form of the play, the internal emotional rhythm and the external action rhythm of the actors; The visual rhythm formed by the scheduling of the shot screen; The emotional and emotional state conveyed by the motion forms of the camera, such as push, pull, shake, and shift different motion forms and changes in the scene; The screen effect of various elements, such as editing method, lens group connection, music effect and so on. The innovation of this thesis is that cognitive psychology and Gestalt psychology are considered as the theoretical support of film and television advertising creation. Because these factors constitute the rhythm of film and television advertising effects directly appeal to the audience's audiovisual senses and affect the audience's emotional fluctuation line. The control of rhythm is directly related to the artistic nature of visual advertising and the psychological involvement of the audience. It also has a direct connection with the transmission of advertising content and the expression of ideas. So in the design need to consider the audience's psychological perception effect, when the sound painting is presented in the audience's vision and hearing, it is forcing the audience to receive a one-off moment, unlike movies. TV plays that long time can be watched and figured out, but also not like literary works can be read repeatedly, so in a few minutes or even a few seconds, the rhythm of advertising and the psychology of the audience. When the physiological rhythm matches, will produce the higher identity to the advertisement. So how to form the rhythm of the various factors reflected in the advertising, how to combine the internal rhythm and the external rhythm of the perfect combination of psychology, can not only produce a shocking visual impact, but also arouse the mood of the audience. This is exactly what this article is to explain, this paper uses the intuitive theory and practice of the combination of examples, enumerates a large number of examples of pictures, combined with the law of lens language, from the perspective of psychology, the perspective of real life. From the perspective of the law of development of things, this paper expounds the composing relationship of various factors of the rhythm of film and television advertisement, and analyzes the guiding function of these factors on the rhythm of film and television advertisement by combining the personal works.
【學(xué)位授予單位】：遼寧師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：J904

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

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本文編號：1440789