【摘要】： 視聽語言誕生于電影和電視興起的時(shí)代,其誕生之初就引起了人們廣泛的關(guān)注。而影視廣告中的視覺語言、聽覺語言信息的全方位立體式的傳播,會(huì)比任何傳統(tǒng)廣告效果都要好。如何發(fā)揮視覺語言和聽覺語言綜合效能,是一個(gè)與時(shí)俱進(jìn)的課題,同時(shí)也是當(dāng)今數(shù)字媒體時(shí)代影視廣告成功與否的關(guān)鍵。 本文所論述的基本內(nèi)容包括:1.視聽語言的審美心理分析。2審美技術(shù)分析。3.視聽語言在影視廣告中審美運(yùn)用的地位作用。影視廣告中視聽語言心理研究基礎(chǔ)是人類追求美好事物的一種與生俱來的需求,這部分所闡釋的主要內(nèi)容是,廣告創(chuàng)作者如何通過廣告的視聽語言去震動(dòng)消費(fèi)者的內(nèi)心情感。在心理研究的基礎(chǔ)上,影視廣告中視聽語言的運(yùn)用,分析了廣告藝術(shù)形象的表現(xiàn)形態(tài),總結(jié)出視聽語言的創(chuàng)新運(yùn)用的方法。影視廣告中視聽語言間的相互轉(zhuǎn)換,通過運(yùn)用視聽語言的同步對位來增強(qiáng)廣告主題的藝術(shù)表現(xiàn)力,喚起受眾的心理共鳴。 本文從視聽語言的概念及構(gòu)成要素入手,分析了影視廣告中視聽語言運(yùn)用的心理,及表現(xiàn)形態(tài)。著重闡述了如何運(yùn)用視聽語言來引導(dǎo)受眾產(chǎn)生心理共鳴,從而有效的傳遞廣告信息。這些方法可以運(yùn)用到專業(yè)教學(xué)和商業(yè)影視廣告的創(chuàng)作中,有一定的理論和實(shí)踐意義。影視廣告視聽語言的審美運(yùn)用有利于信息的傳遞,促進(jìn)銷售,營造了和諧的廣告環(huán)境,倡導(dǎo)了一種積極、健康的生活方式。
[Abstract]:Audiovisual language was born in the era of film and television. And the visual language and auditory language information in the film and television advertising will be better than any traditional advertising. How to give full play to the comprehensive efficiency of visual and auditory language is not only a topic with the times, but also the key to the success of film and television advertising in the digital media era. The basic contents of this paper include: 1. The Aesthetic Psychological Analysis of Audio-visual language The role of Audio-visual language in the Aesthetic Application of Film and TV Advertising. The psychological research foundation of audiovisual language in film and television advertisement is a kind of inherent demand for human being to pursue beautiful things. The main content of this part is how the advertising creator can shock the consumer's inner emotion through the audiovisual language of advertisement. On the basis of psychological research, this paper analyzes the manifestation of the artistic image of advertising and summarizes the innovative methods of the application of audiovisual language in film and television advertising. The conversion between audiovisual language and audiovisual language in film and television advertisement strengthens the artistic expression of advertising theme and evokes the psychological resonance of the audience through the use of the simultaneous matching of audio-visual language. Starting with the concept and elements of audiovisual language, this paper analyzes the psychology and manifestation of the use of audio-visual language in film and television advertising. How to use audiovisual language to guide the audience to produce psychological resonance, so as to effectively transfer advertising information. These methods can be applied to the creation of professional teaching and commercial advertising, which has theoretical and practical significance. The aesthetic application of audiovisual language is beneficial to the transmission of information, the promotion of sales, the creation of a harmonious advertising environment and the promotion of a positive and healthy lifestyle.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：J524.3

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本文編號：2135676