發(fā)布時間：2018-02-11 14:49

  本文關(guān)鍵詞： 電視頻道包裝 CI理論 專業(yè)頻道 包裝特色　出處：《山東師范大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：電視是依賴于機(jī)械、計(jì)算機(jī)、電子技術(shù)、光學(xué)技術(shù)的發(fā)展而產(chǎn)生的。歷經(jīng)短短80多年,電視的內(nèi)容便由一枚60行掃描線的美元圖像發(fā)展為如今五彩斑斕的大觀園世界,但是人類在視覺上總有個共同的特點(diǎn)——喜新厭舊,所以潛藏在頻道內(nèi)的電視包裝藝術(shù)慢慢發(fā)展并成熟起來。 頻道包裝這一概念是由企業(yè)形象識別系統(tǒng)(Corporate Identity System,縮寫為CIS)理論發(fā)展而來的。在如今的市場經(jīng)濟(jì)時代,企業(yè)出臺之前需要進(jìn)行一系列調(diào)研、籌劃、設(shè)計(jì)等智力活動來謀求金點(diǎn)子,借以提升企業(yè)形象,贏得市場優(yōu)勢。如今電視頻道已經(jīng)成為大規(guī)模生產(chǎn)文化產(chǎn)品的企業(yè),頻道包裝則成為以電視臺為單位而打造的屬于自己的CI系統(tǒng)。 近年來,中國電視頻道數(shù)量激增。隨著數(shù)字電視信號的慢慢普及,省級電視臺上星變衛(wèi)視,打得熱火朝天;境外電視頻道、專業(yè)頻道層出不窮,資源明顯供過于求。同時電視行業(yè)的產(chǎn)業(yè)化深入,帶來的是競爭上的變革,從單個節(jié)目的競爭、欄目的競爭,演變?yōu)橐灶l道為中心的競爭。如今各大電視頻道幾乎都每年一大改,每期一小改。這種時刻保鮮的積極表現(xiàn),正是頻道包裝備受重視的最好佐證。 電視頻道包裝的內(nèi)容很龐大,不僅限于電視節(jié)目上的視覺包裝,還涉及整個電視領(lǐng)域宏觀的節(jié)目生產(chǎn)、媒體經(jīng)營活動、網(wǎng)絡(luò)規(guī)劃等等各種能體現(xiàn)頻道形象的識別元素。 那么頻道包裝究竟是針對那幾個系統(tǒng)、哪些細(xì)節(jié)進(jìn)行的呢?對于不同風(fēng)格的頻道其包裝的手法有哪些共通之處呢?本文將重點(diǎn)放在這兩個方面,擬從幾大知名電視頻道的包裝實(shí)例出發(fā),以電視策劃學(xué)、設(shè)計(jì)學(xué)、廣告學(xué)、美學(xué)、心理學(xué)、影視語言學(xué)等相關(guān)理論為指導(dǎo),來解讀電視頻道包裝的元素構(gòu)建和風(fēng)格營造。本文內(nèi)容主要分為三方面: 一、從國內(nèi)外電視頻道包裝的興起和發(fā)展出發(fā),探究電視頻道包裝的涵義及產(chǎn)生的原因,為最后的總結(jié)頻道包裝的運(yùn)用前景做鋪墊。 二、對電視頻道包裝的理論基石——企業(yè)形象識別理論,從電視頻道這一特殊文化企業(yè)的角度進(jìn)行剖析。CI理論包括理念識別系統(tǒng),也就是電視頻道經(jīng)營理念,戰(zhàn)略思想的確認(rèn);行為識別系統(tǒng),即內(nèi)容的合理編排和外部宣傳活動等的策劃;視聽識別系統(tǒng),也是最直觀最深入人心的部分,包括頻道Logo,宣傳片,導(dǎo)視,片花,字幕,主題音樂,頻道主色調(diào)等的協(xié)調(diào)統(tǒng)一。本文將選取收視率高的電視頻道包裝為案例,分析電視頻道包裝系統(tǒng)的各個層面,各個細(xì)節(jié)。 三、這一部分是本文的重點(diǎn)研究內(nèi)容和創(chuàng)新點(diǎn)。著名媒體人楊瀾曾經(jīng)說過:“頻道主題化是現(xiàn)代傳媒的主流趨勢……在資源越來越多的情況下,只有品牌和特色才能取勝”。每一種類型的專業(yè)頻道都有一套屬于自己特色的設(shè)計(jì)風(fēng)格和套路。這一部分以CCTV的各個特色頻道為例,對中國不同類型的電視頻道包裝風(fēng)格進(jìn)行歸總,并且比較國內(nèi)外同類頻道的包裝,從而梳理不同的設(shè)計(jì)思路,為以后的電視包裝實(shí)踐發(fā)揮一定的指導(dǎo)作用。
[Abstract]:The TV is dependent on the mechanical, computer, electronic technology, and the development of optical technology. After just 80 years, TV content from a 60 dollar image scan lines to the colorful garden of the world, but humans always have a common characteristic on vision -- Xixinyanjiu, so hidden TV packaging art in channel becomes mature slowly.
The concept of channel package is from the corporate identity system (Corporate Identity System, abbreviated as CIS) and the theory of development. In today's market economy, the need for a series of research enterprises before the introduction of planning, design and other intellectual activities to seek ideas, in order to enhance corporate image and win the market advantage. Now the TV the channel has become a large-scale production culture product enterprise, has become the TV channel packaging units and create their own CI system.
In recent years, Chinese surge in the number of TV channels with the digital television signal slowly spread, the provincial TV stations become a star to be in full swing; overseas TV channels, professional channel resources obviously. Emerge in an endless stream, pile up in excess of requirement further industrialization of the television industry, with the changes in competition, the competition from a single program. Part of the competition, evolved with the competition as the center channel. Now almost all major TV channels a major change every year, each one small change always keeping a positive performance, is the best evidence of channel packaging has attracted much attention.
The content of TV channel packaging is very large, which is not only limited to the visual packaging of TV programs, but also involves the production of macro programs in the TV field, media operation activities, network planning and so on.
So what is the channel packaging for the system, the details of what was it? What are the similarities between the channels with different styles of their packaging techniques? This paper will focus on these two aspects, starting from packaging examples of several well-known television channels, with television planning, design, advertising the film, aesthetics, psychology, linguistics and other related theories, to interpret tvchannel packaging construction elements and style to create. This paper is mainly divided into three aspects:
First, starting from the rise and development of the TV channel packaging at home and abroad, we explore the meaning and causes of the TV channel packaging, laying the groundwork for the final summary of the future application of the channel packaging.
Two. The theoretical cornerstone of the TV channel packaging, corporate image recognition theory, analyzes.CI theory includes the concept of identification system from the TV channel, which is a special cultural enterprise perspective, is the TV channel management idea, strategic thinking confirmation; behavior recognition system, namely the rational layout and the content of external publicity activities such as audio-visual planning; the recognition system is the most intuitive, most popular, including channel Logo, trailer, trailers, signage, subtitles, theme music, harmony channel of the main colors etc.. This article will select the high ratings of the TV channel packaging case, all the details of the analysis, the TV channel package system.
Three, this part is the focus of this article research content and innovation. The famous media people Yang Lan said: "the theme of the channel is the main trend of modern media. In the case of more and more resources, only the brand and features in order to win". Each type of professional channel has its own characteristics the design style and routines. In this part, the characteristics of each CCTV channel for example, belongs to the TV channel package style of different types of Chinese, and similar channel comparison of domestic and international packaging, in order to sort the different design method, play a guiding role in TV packaging for future practice.

【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：TN948

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本文編號：1503315