本文選題：動畫廣告 + 現(xiàn)狀��； 參考：《大連理工大學(xué)》2010年碩士論文

【摘要】： 當(dāng)今,社會的發(fā)展使廣告成為產(chǎn)品宣傳的必需手段,廣告表現(xiàn)手段的多樣化使得廣告的表現(xiàn)遇到了創(chuàng)意匱乏的瓶頸。而動畫的簡潔、明快、趣味、.幽默等的特點又使動畫受到社會各個階層的喜愛,動畫在當(dāng)今社會形態(tài)的發(fā)展中表現(xiàn)出空前的活力。 動畫藝術(shù)與廣告宣傳的結(jié)合由來已久。隨著科技的發(fā)展和人們審美觀念的變化,如今的動畫藝術(shù)與廣告結(jié)合時又具有了新的特點、形式和規(guī)律。國內(nèi)外目前對動畫和廣告兩者之間各自研究的文獻比較豐富,而兩者結(jié)合的理論研究卻相對空白,因而以此為切入點的研究是很有必要的。 本文圍繞著動畫藝術(shù)在廣告?zhèn)鞑ブ腥绾伟l(fā)揮功能和效用這個主題進行了理論和實踐的研究。在研究方法上,采用的主要是比較分析法和案例分析法。參照了廣告學(xué)、動畫藝術(shù)和傳播學(xué)的相關(guān)理論,查閱了大量的文獻和專著,并借助期刊、電視和網(wǎng)絡(luò)等媒體查閱了大量的優(yōu)秀動畫廣告,在此基礎(chǔ)上總結(jié)出了動畫廣告的內(nèi)涵和基本的特點。與傳統(tǒng)廣告相甄別,提出了動畫廣告在廣告?zhèn)鞑ブ械囊?guī)律和功用。在對大量的動畫廣告案例總結(jié)分析的基礎(chǔ)上,結(jié)合相關(guān)的理論依據(jù),歸納除了當(dāng)動畫廣告發(fā)展中的優(yōu)勢,并藉此提出了動畫廣告發(fā)展中出現(xiàn)的問題和不足。對動畫廣告發(fā)展的不足提出了一些應(yīng)對的策略,希望能夠?qū)I(yè)界動畫廣告實戰(zhàn)的發(fā)展提供以借鑒。
[Abstract]:Nowadays, with the development of society, advertising becomes the necessary means of product propaganda, and the diversification of advertising means makes advertising meet the bottleneck of lack of creativity. The animation is concise, lively and interesting. The features of humor and so on make animation enjoyed by all social strata. Animation shows unprecedented vitality in the development of social form. The combination of animation art and advertising has a long history. With the development of science and technology and the change of people's aesthetic concept, the animation art and advertisement have new characteristics, forms and laws. At home and abroad, the literature on animation and advertising is relatively rich, but the theoretical research on the combination of animation and advertising is relatively blank, so it is necessary to take this as the starting point of the research. This paper focuses on the theory and practice of animation art in advertising communication. In the research method, mainly uses the comparative analysis method and the case analysis method. Referring to the relevant theories of advertising, animation art and communication, we have consulted a large number of literature and monographs, and consulted a large number of excellent animation advertisements with the help of periodicals, television and the Internet. On this basis, it summarizes the connotation and basic characteristics of animation advertising. Distinguish with the traditional advertisement, put forward the law and function of the animation advertisement in the advertisement dissemination. On the basis of summarizing and analyzing a large number of animation advertising cases, combined with the relevant theoretical basis, this paper summarizes the advantages in the development of animation advertising, and puts forward the problems and shortcomings in the development of animation advertising. This paper puts forward some strategies for the development of animation advertising, hoping to provide reference for the development of animation advertising.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：J954;F713.82

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 康龍;動畫在廣告中的應(yīng)用研究[D];西北大學(xué);2013年

，

本文編號：2102402