【摘要】：水墨宣傳片即水墨動畫宣傳片,它是以中國傳統(tǒng)水墨為表現(xiàn)形式的廣告宣傳短片,屬于水墨動畫的一種,其表現(xiàn)形式與人文內(nèi)涵來源于中國傳統(tǒng)水墨畫。本文結(jié)合我們所能搜集到的片子,對水墨宣傳片的緣起、人文內(nèi)涵及其發(fā)展前景進行了深入的分析、論述和總結(jié),并對我國未來水墨宣傳片的發(fā)展提出了建設性的意見。 水墨宣傳片源自中國傳統(tǒng)水墨畫,是對傳統(tǒng)水墨形式的變形及創(chuàng)造性發(fā)揮,是中國傳統(tǒng)人文意蘊和現(xiàn)代藝術(shù)精神的結(jié)合。我們認為,以央視水墨宣傳片《相信品牌的力量·水墨篇》為代表的當代水墨宣傳片,具有深厚的人文內(nèi)涵與文化品味。通過與國外同類片子的比較我們發(fā)現(xiàn),國人制作的水墨宣傳片擁有自己獨特的哲學底蘊與文化意味。中國水墨宣傳片的黑白二色,蘊含著中國傳統(tǒng)的陰陽和合思想;畫面的意象與留白,體現(xiàn)了中國人虛實相生的審美觀念;而陰陽和合與虛實相生在水墨宣傳片中的體現(xiàn),則營造出一種生生不息、大化流行的藝術(shù)境界。 中國水墨宣傳片的民族特性及其深厚的人文內(nèi)涵,使其具備廣闊的發(fā)展前景,但由于水墨片制作的高成本、人才的缺乏以及衍生品產(chǎn)業(yè)鏈的不完整,導致水墨宣傳片在商業(yè)性與藝術(shù)性之間的矛盾很難得到化解。因此,我們希望國家在產(chǎn)業(yè)政策、人才培養(yǎng)、市場引導等方面給予水墨片大力支持,這樣,一方面可以弘揚中國優(yōu)秀的文化傳統(tǒng),另一方面又可以打造經(jīng)典的民族品牌,提升國家形象,讓中國文化創(chuàng)意產(chǎn)業(yè)真正占領文化與市場的制高點,為中華民族的復興做出自己應有的貢獻。
[Abstract]:The ink and wash propaganda film, which is a kind of Chinese traditional ink painting, and its form of expression and humanistic connotation comes from the Chinese traditional ink painting. Combined with the films we can collect, this paper makes a deep analysis of the origin, humanistic connotation and development prospects of the ink and wash propaganda films, and puts forward constructive suggestions for the future development of the ink and wash propaganda films in our country. The ink and wash propaganda film originates from the Chinese traditional ink painting, is the transformation and the creativity display to the traditional ink form, is the combination of the Chinese traditional humanities connotation and the modern art spirit. We believe that the contemporary wash and ink propaganda film represented by CCTV Ink propaganda film "believe in the strength of the brand" has profound humanistic connotation and cultural taste. Through the comparison with the similar films abroad, we find that the ink and wash propaganda films made by Chinese people have their own unique philosophical background and cultural meaning. The black and white color of the Chinese ink and water propaganda film contains the Chinese traditional thoughts of yin and yang and harmony, the image and the white of the picture reflect the aesthetic concept of the Chinese people living together with the reality. And the embodiment of Yin, Yang and deficiency and reality in the ink-wash propaganda film creates a kind of artistic realm which is endless and popular. The national characteristics of Chinese ink flick propaganda film and its profound humanistic connotation make it have a broad development prospect. However, due to the high cost of ink film production, the lack of talents and the incomplete derivative industry chain, As a result, ink-wash propaganda film in the commercial and artistic contradictions are difficult to resolve. Therefore, we hope that the state will give great support to the ink and wash film in terms of industrial policy, talent training, market guidance, etc., so that, on the one hand, we can carry forward China's excellent cultural tradition, on the other hand, we can create a classic national brand. Promote the national image, let the Chinese cultural and creative industries really occupy the commanding point of culture and market, and make their due contribution to the rejuvenation of the Chinese nation.
【學位授予單位】：北京服裝學院
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：J952

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