本文選題：動(dòng)畫 + 視覺(jué)語(yǔ)言��； 參考：《西北大學(xué)》2012年碩士論文

【摘要】：21世紀(jì)被稱為“讀圖時(shí)代”,大眾每天都被鋪天蓋地的圖像信息包圍著,動(dòng)畫業(yè)在讀圖時(shí)代煥發(fā)出一派生機(jī)勃勃的景象,但在這繁榮景象的背后,不少動(dòng)畫商卻苦于提高不了動(dòng)畫片的商業(yè)化程度,難于實(shí)現(xiàn)利益回報(bào)。同時(shí),廣告商也在不斷尋求可以超越傳統(tǒng)廣告并且能在讀圖時(shí)代的狂潮中不被迅速湮沒(méi)的能更有效表達(dá)廣告目的的突破口。在時(shí)代潮流趨勢(shì)下動(dòng)畫和廣告實(shí)現(xiàn)了完美結(jié)合,動(dòng)畫廣告的出現(xiàn)為這兩個(gè)行業(yè)的發(fā)展擴(kuò)寬了道路,既為動(dòng)畫業(yè)帶來(lái)了豐厚的利益回報(bào)也為廣告業(yè)打破固有模式提供了條件。這二者的結(jié)合如虎添翼、相得益彰,在各自的藝術(shù)領(lǐng)域繪出了美麗篇章。 動(dòng)畫廣告的出現(xiàn)同時(shí)滿足了觀者尋求視覺(jué)新鮮,渴望更完美的藝術(shù)表現(xiàn)的需求,在藝術(shù)設(shè)計(jì)領(lǐng)域開啟了新的研究方向。動(dòng)畫與廣告之所以能完美結(jié)合是因?yàn)閯?dòng)畫的視覺(jué)語(yǔ)言在廣告中的運(yùn)用有著得天獨(dú)厚的優(yōu)勢(shì),動(dòng)畫中高度假設(shè)性的想象力和表現(xiàn)手法能完美的結(jié)合廣告尋求創(chuàng)意追求塑造品牌個(gè)性形象的意愿,創(chuàng)作出讓消費(fèi)者過(guò)目不忘的有較高藝術(shù)性的廣告。本文依照廣告業(yè)衡量廣告效果的三個(gè)標(biāo)準(zhǔn)對(duì)動(dòng)畫視覺(jué)語(yǔ)言在廣告中的應(yīng)用分析研究得出結(jié)論：結(jié)合了動(dòng)畫視覺(jué)語(yǔ)言的動(dòng)畫廣告在當(dāng)今信息潮流中能很好的吸引消費(fèi)者注意力,塑造出符合產(chǎn)品內(nèi)涵的專屬品牌形象。同時(shí)為動(dòng)畫業(yè)的持續(xù)發(fā)展注入了活力。
[Abstract]:The 21st century is called "the age of reading pictures". The masses are surrounded by images and information every day. The animation industry is full of vitality in the era of reading pictures, but behind this prosperous scene,Many animators are struggling to improve the commercialization of animation, difficult to achieve profit returns.At the same time, advertisers are constantly looking for a breakthrough that can surpass the traditional advertising and can not be quickly obliterated in the era of reading pictures to express the purpose of advertising more effectively.Under the trend of the times, animation and advertising have realized the perfect combination. The appearance of animation advertisement broadens the road for the development of these two industries, which not only brings rich profits to animation industry, but also provides conditions for advertising industry to break the inherent pattern.The combination of the two adds to each other, drawing a beautiful chapter in their respective fields of art.At the same time, the appearance of animation advertisement meets the needs of the viewer seeking fresh vision and more perfect artistic expression, which opens a new research direction in the field of art design.The reason for the perfect combination of animation and advertising is that the visual language of animation has a unique advantage in advertising.The highly hypothetical imagination and expression technique in animation can perfectly combine the advertisement to seek the will of the creative pursuit to mold the brand individual image, and to create the advertisement with higher artistic quality which let the consumer never forget.According to the three standards of advertising industry, this paper analyzes the application of animation visual language in advertising and concludes that animation advertising combined with animation visual language can attract the attention of consumers in the current information trend.Create the exclusive brand image that accords with the product connotation.At the same time for the sustainable development of animation industry injected vitality.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：J524.3

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