發(fā)布時(shí)間：2018-01-23 12:51

  本文關(guān)鍵詞： 影視廣告 傳播 聽覺形象 聲音 人聲 音響 廣告音樂 廣告歌曲　出處：《中國美術(shù)學(xué)院》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 聽覺形象作為影視廣告視聽體系中的重要組成部分,其本體不僅忠實(shí)于與畫面的和諧統(tǒng)一,更能獨(dú)立地傳遞影片更深層次的情感意境。人聲語言、自然音響和廣告音樂(廣告歌曲)三大語言要素是貫穿影視廣告聲音體系的靈魂,它們合力構(gòu)建出廣告影片中栩栩如生的聲音形象,并樹立起極具魅力的聽覺識(shí)別系統(tǒng)。聽覺形象的設(shè)計(jì)和運(yùn)用對廣告訴求主題和促銷終端目標(biāo)的實(shí)現(xiàn)有著積極的作用,其客觀價(jià)值不容忽視。本文以影視廣告的聽覺形象為論述中心,以影視藝術(shù)聲音語言和視聽本體的共性把握為基礎(chǔ),深入到對影視廣告聽覺形象的個(gè)性研究,討論影視廣告的媒介特質(zhì)、影視廣告聽覺形象的傳播實(shí)務(wù)與本體功能,并在此基礎(chǔ)上運(yùn)用廣告心理學(xué)的研究成果,解讀影視廣告聽覺體系各建構(gòu)單元的語言規(guī)則及其符號意指。以求在大量的、異質(zhì)性的、紛繁的聲音現(xiàn)象中,導(dǎo)出關(guān)于影視廣告聽覺形象研究的、具有普遍性和一般性的概念和分析方法。
[Abstract]:As an important part of audiovisual system, auditory image is not only faithful to the harmony and unity with the picture, but also can independently convey the deeper emotional conception of the film. The three language elements of natural sound and advertising music (advertising songs) are the soul running through the sound system of film and television advertisement. They work together to construct the vivid sound image in the advertisement film. And set up a very attractive auditory recognition system. The design and application of auditory image has a positive effect on the theme of advertising and the realization of the target of promotion. Its objective value can not be ignored. This paper focuses on the auditory image of film and television advertising, based on the common understanding of audio language and audiovisual Noumenon of film and television art, and goes deep into the individual study of auditory image of film and television advertising. This paper discusses the media characteristics of the film and television advertisement, the communication practice and the ontology function of the auditory image of the film and television advertisement, and applies the research results of advertising psychology on this basis. This paper interprets the language rules and their symbolic meanings of the construction units of the auditory system of film and television advertisement in order to derive the research on the auditory image of the film and television advertisement in the large number of heterogeneous and complicated sound phenomena. General and general concepts and analytical methods.
【學(xué)位授予單位】：中國美術(shù)學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：J524.3

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本文編號：1457580