本文選題：公益動(dòng)畫廣告 + 藝術(shù)性��； 參考：《四川美術(shù)學(xué)院》2017年碩士論文

【摘要】：公益廣告是為了傳播社會(huì)主義核心價(jià)值觀,提倡良好的品德風(fēng)尚,提高公民的文明素養(yǎng)和社會(huì)文明水平,維護(hù)國(guó)家和社會(huì)利益的非營(yíng)利性廣告。國(guó)家鼓勵(lì)、支持開展公益廣告活動(dòng),鼓勵(lì)、支持、引導(dǎo)組織和私人以投入財(cái)力、物力、勞動(dòng)力、智力等方法參加公益廣告宣傳[1]。公益廣告又是一種意在普及公眾的藝術(shù),它的題材內(nèi)容和藝術(shù)表達(dá)是統(tǒng)一的,它必須讓公眾以放松快樂的心情觀看,并且潛移默化地接受廣告的精神思想和藝術(shù)的感染熏陶。公益動(dòng)畫廣告作為結(jié)合了動(dòng)畫和公益廣告的產(chǎn)物,更應(yīng)如此。因此,衡量一則公益動(dòng)畫廣告是否優(yōu)秀的重要標(biāo)準(zhǔn),就在于它所包含的藝術(shù)性的高低。將動(dòng)畫與公益廣告兩者聯(lián)合在一起,創(chuàng)造出“公益動(dòng)畫廣告”,憑借動(dòng)畫本身獨(dú)特的魅力,使公益廣告在形式上更加生動(dòng)有趣,在傳播效果上更加迅速?gòu)V泛,公眾在觀看公益動(dòng)畫廣告的過程中,可以更好地加深對(duì)公益精神的記憶和理解。所以在當(dāng)下,很多公益題材都套用動(dòng)畫的形式進(jìn)行創(chuàng)作,也收獲了不錯(cuò)的傳播效果。同時(shí)我們應(yīng)當(dāng)看到,有不少公益動(dòng)畫廣告依然在設(shè)計(jì)理念、制作水平等方面未能很好地展現(xiàn)動(dòng)畫的魅力、發(fā)揮它的最大優(yōu)勢(shì)。因此,提升公益動(dòng)畫廣告的藝術(shù)性就是設(shè)計(jì)人員必須重點(diǎn)解決的環(huán)節(jié)。本論文通過研究動(dòng)畫和公益廣告的結(jié)合運(yùn)用,分析動(dòng)畫本身的藝術(shù)魅力,發(fā)現(xiàn)公益動(dòng)畫廣告在藝術(shù)性方面存在的問題,研究總結(jié)提高公益動(dòng)畫廣告藝術(shù)性的措施辦法,使公益動(dòng)畫廣告更好地發(fā)揮動(dòng)畫這一藝術(shù)形式的作用,使其更好地弘揚(yáng)公益精神、傳播公益能量。本論文的創(chuàng)新點(diǎn)是針對(duì)公益動(dòng)畫廣告藝術(shù)性的相關(guān)問題進(jìn)行重點(diǎn)分析,而不是圍繞公益動(dòng)畫廣告的創(chuàng)意表現(xiàn)和技術(shù)應(yīng)用。通過對(duì)動(dòng)畫的藝術(shù)性進(jìn)行深度挖掘,提出了增強(qiáng)公益動(dòng)畫廣告藝術(shù)性具體方法,概括為:引入成熟的動(dòng)畫品牌形象代替臉譜化的角色;將“刻板的說教”轉(zhuǎn)換為“講述趣味的故事”;運(yùn)用蒙太奇創(chuàng)作影視化的鏡頭;利用超現(xiàn)實(shí)主義增強(qiáng)表現(xiàn)力;結(jié)合多樣化的傳統(tǒng)藝術(shù)風(fēng)格豐富表現(xiàn)形式。并通過案例分析部分驗(yàn)證本文提出的集中方法的可行性,以便更好地促進(jìn)公益動(dòng)畫廣告的發(fā)展。
[Abstract]:Public service advertisement is a kind of non-profit advertisement which aims to spread the core values of socialism, promote good moral character, improve the civilization accomplishment of citizens and the level of social civilization, and safeguard the interests of the country and society.The state encourages, supports, encourages, supports and guides organizations and private individuals to participate in the publicity of public service advertisements by means of financial, material, labor and intellectual resources [1].The public service advertisement is a kind of art intended to popularize the public, its subject matter content and artistic expression are unified, it must let the public watch with the relaxed and happy mood, and accept the influence of the advertisement's spiritual thought and art imperceptibly.Public animation advertising as a combination of animation and public service advertising products, should be more so.Therefore, the important criterion to measure the excellence of a public animation advertisement lies in its artistic quality.By combining animation with public service advertising, we can create "public interest animation advertising". With the unique charm of animation itself, we can make public service advertisements more lively and interesting in form, and spread more quickly and extensively in effect.In the process of watching public animation advertisement, the public can better deepen the memory and understanding of public spirit.Therefore, in the present, a lot of commonweal subject matter applies the animation form to carry on the creation, also has obtained the good dissemination effect.At the same time, we should see that there are many public animation advertising still in the design concept, production level and other aspects can not show the charm of animation, play to its greatest advantage.Therefore, to enhance the artistic nature of public animation advertising is the key link that designers must solve.By studying the combination of animation and public service advertising, this paper analyzes the artistic charm of animation itself, finds out the problems existing in the artistic aspect of public interest animation advertising, and summarizes the measures to improve the artistry of public interest animation advertising.Make the public animation advertisement play the role of the art form of animation better, make it carry forward the public welfare spirit better, spread the public welfare energy.The innovation of this paper is to focus on the analysis of the artistry of public animation advertising, not around the creative performance and technical application of public interest animation advertising.Through the deep excavation of the artistry of animation, this paper puts forward some concrete methods to enhance the artistry of public animation advertising, which can be summarized as follows: introducing mature animation brand image to replace the role of Facebook;To convert "stereotypical preaching" to "telling interesting stories"; to use montage to create film and television scenes; to use surrealism to enhance performance; and to combine diverse traditional artistic styles with rich forms of expression.The feasibility of the centralized method proposed in this paper is verified by case study in order to promote the development of public interest animation advertising.
【學(xué)位授予單位】：四川美術(shù)學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J954

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 徐丕文;徐f曃，

本文編號(hào)：1759236