【摘要】：動(dòng)畫(huà)與廣告結(jié)合的淵源由來(lái)已久。隨著時(shí)代的發(fā)展,巨大的市場(chǎng)需求讓動(dòng)畫(huà)廣告越來(lái)越得到人們的重視,我國(guó)新媒體動(dòng)畫(huà)廣告正表現(xiàn)出空前的活力,動(dòng)畫(huà)廣告以新媒體動(dòng)畫(huà)技術(shù)以及新傳播媒介作為重要依托有著新的特點(diǎn)和規(guī)律。首先緒論部分,本章節(jié)在敘述相關(guān)研究背景后,將動(dòng)畫(huà)廣告按照動(dòng)畫(huà)形式、傳播媒介和廣告目的不同進(jìn)行了歸類(lèi)總結(jié),概括了不同類(lèi)型的動(dòng)畫(huà)廣告在應(yīng)用中的特點(diǎn)優(yōu)勢(shì);而后,根據(jù)相關(guān)數(shù)據(jù)的分析,從市場(chǎng)需求、動(dòng)畫(huà)與廣告發(fā)展需要以及技術(shù)進(jìn)步等諸多方面,梳理出了我國(guó)動(dòng)畫(huà)廣告發(fā)展的必要性和必然性關(guān)聯(lián)。其次,為更好的研究我國(guó)動(dòng)畫(huà)廣告發(fā)展脈絡(luò),本文以動(dòng)畫(huà)廣告?zhèn)鞑ッ浇榈陌l(fā)展變化作為切入點(diǎn),將我國(guó)動(dòng)畫(huà)廣告的發(fā)展歷程進(jìn)行了時(shí)代劃分,將其劃分為電影媒介時(shí)代、電視媒介時(shí)代、網(wǎng)絡(luò)媒介時(shí)代,移動(dòng)網(wǎng)絡(luò)媒體時(shí)代。介紹了我國(guó)第一部動(dòng)畫(huà)廣告《舒振東華文打字機(jī)》的歷史意義,并通過(guò)歷史梳理與案例分析,從媒介變化、呈現(xiàn)方式等多方面歸納總結(jié)了我國(guó)各個(gè)時(shí)期的動(dòng)畫(huà)廣告?zhèn)鞑ズ桶l(fā)展的特點(diǎn)。再次,通過(guò)國(guó)內(nèi)外優(yōu)秀動(dòng)畫(huà)廣告作品的研究分析,本文基于動(dòng)畫(huà)本身的特點(diǎn)從藝術(shù)角度和應(yīng)用角度,重點(diǎn)描述了當(dāng)動(dòng)畫(huà)運(yùn)用于廣告中時(shí),在畫(huà)面、內(nèi)容、表達(dá)與應(yīng)用中所產(chǎn)生的新的特點(diǎn)、結(jié)合點(diǎn)與優(yōu)勢(shì)。經(jīng)過(guò)相關(guān)案例的介紹,更為清晰的展示了動(dòng)畫(huà)廣告藝術(shù)性與實(shí)用性共存的特征,夸張性和超時(shí)空性的在創(chuàng)作中的具體應(yīng)用以及動(dòng)畫(huà)廣告獨(dú)特的畫(huà)面感染力,分析了新媒體時(shí)代下動(dòng)畫(huà)廣告在交互性等方面的顯著優(yōu)勢(shì)。最后,本文基于對(duì)我國(guó)動(dòng)畫(huà)廣告發(fā)展與應(yīng)用方式的較為系統(tǒng)性的研究與分析,指出我國(guó)動(dòng)畫(huà)廣告的不足之處并歸納我國(guó)動(dòng)畫(huà)廣告的發(fā)展策略。通過(guò)相關(guān)案例的分析,提出了在動(dòng)畫(huà)廣告設(shè)計(jì)中應(yīng)以創(chuàng)意為先,優(yōu)化動(dòng)畫(huà)廣告創(chuàng)作中的思維方式;分析了動(dòng)畫(huà)廣告中色彩對(duì)于受眾的視覺(jué)與知覺(jué)上的重要性,闡述了色彩設(shè)定中應(yīng)注重品牌效應(yīng)、產(chǎn)品功能、情感體驗(yàn)等因素的影響;論證了在提升動(dòng)畫(huà)角色辨識(shí)度方面,動(dòng)畫(huà)廣告角色符號(hào)化塑造要與品牌文化相一致并且具有可延續(xù)性;歸納了我國(guó)動(dòng)畫(huà)廣告立足于新媒體傳播媒介的特征,提出我國(guó)動(dòng)畫(huà)廣告和新媒體形式的結(jié)合中,在橫、縱向兩方面進(jìn)行拓展及應(yīng)用的優(yōu)勢(shì)與重要性;表明了加強(qiáng)人才培養(yǎng),完善我國(guó)動(dòng)畫(huà)廣告市場(chǎng)監(jiān)管機(jī)制,提高新媒體傳播媒介公信度等策略對(duì)我國(guó)動(dòng)畫(huà)廣告發(fā)展的重要性。
[Abstract]:The combination of animation and advertising has a long history. Along with the development of the times, the huge market demand makes the animation advertisement get more and more attention, the new media animation advertisement of our country is showing unprecedented vitality. Animation advertising with new media animation technology and new media as an important basis has new characteristics and laws. First of all, in the introduction part, after describing the relevant research background, this chapter classifies the animation advertisement according to the animation form, the media and the advertising purpose, summarizes the characteristic superiority of the different types of animation advertisement in the application. According to the analysis of relevant data, the necessity and inevitability of the development of animation advertising in China are analyzed from the aspects of market demand, development needs of animation and advertising, and technological progress. Secondly, in order to better study the development of animation advertising in China, this paper takes the development and change of animation advertising media as the breakthrough point, divides the development process of animation advertising into the era of film media, and divides it into the era of film media. TV media age, network media age, mobile network media era. This paper introduces the historical significance of the first animated advertisement "Shu Zhendong Chinese typewriter" in China, and through historical combing and case analysis, from the media change, This paper summarizes the characteristics of the spread and development of animation advertisement in different periods in China. Thirdly, through the research and analysis of excellent animation advertising works at home and abroad, this paper, based on the characteristics of animation itself, from the perspective of art and application, focuses on describing the picture and content when animation is used in advertising. Expression and application of new features, points and advantages. Through the introduction of relevant cases, it shows more clearly the characteristics of the coexistence of artistry and practicability of animation advertising, the concrete application of hyperbole and transcendence in creation, and the unique picture appeal of animation advertisement. This paper analyzes the significant advantages of animation advertising in the new media era in such aspects as interactivity. Finally, based on the systematic research and analysis of the development and application of animation advertising in China, this paper points out the shortcomings of animation advertising in China and summarizes the development strategies of animation advertising in China. Through the analysis of relevant cases, this paper puts forward that the creative should be the first in the animation advertising design, and optimizes the mode of thinking in the animation advertisement creation, and analyzes the importance of color in the animation advertisement to the audience's vision and perception. This paper expounds the influence of factors such as brand effect, product function, emotion experience and so on in color setting, and demonstrates that the symbolization of animation advertising role should be consistent with brand culture and have continuity in improving the recognition degree of animation role. This paper sums up the characteristics of Chinese animation advertisement based on the new media, and points out the advantages and importance of expanding and applying in horizontal and vertical aspects in the combination of animation advertisement and new media form in our country, which indicates that the cultivation of talents should be strengthened. It is important for the development of animation advertising in China to perfect the supervision mechanism of animation advertising market and improve the credibility of new media.
【學(xué)位授予單位】：天津工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：J524.3

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