【摘要】：隨著數(shù)字化時(shí)代的來臨，動(dòng)畫產(chǎn)業(yè)的蓬勃發(fā)展，廣告?zhèn)鞑シ绞胶头N類都發(fā)生了重大變化。數(shù)字動(dòng)畫廣告在這種發(fā)展形勢(shì)下應(yīng)運(yùn)而生。數(shù)字動(dòng)畫以其獨(dú)特的視覺優(yōu)勢(shì)和科技手段，，廣泛的應(yīng)用在廣告創(chuàng)意設(shè)計(jì)之中，已成為當(dāng)代新型廣告創(chuàng)作的重要手段，如何運(yùn)用好這一特殊的藝術(shù)樣式和設(shè)計(jì)制作手段，創(chuàng)作出富有激情和創(chuàng)意的廣告成為我們研究的重要課題。其中，創(chuàng)意思維與設(shè)計(jì)方法的正確與否，決定著動(dòng)畫廣告的信息傳達(dá)效果。因此，在數(shù)字動(dòng)畫廣告設(shè)計(jì)過程中，研究和討論理性思維和感性思維，并結(jié)合廣告策劃設(shè)計(jì)等實(shí)際應(yīng)用進(jìn)行試驗(yàn)和論證，有著重要的研究?jī)r(jià)值和意義。 本文所研究的核心內(nèi)容是從理性思維和感性思維兩個(gè)角度從發(fā)，分別論述了它們?cè)跀?shù)字動(dòng)畫廣告中圖像、色彩、空間光影和聲音四個(gè)方面的作用和運(yùn)用，闡述了在數(shù)字動(dòng)畫廣告設(shè)計(jì)中，理性思維和感性思維活動(dòng)二者各自的性質(zhì)與特征以及在廣告設(shè)計(jì)中如何實(shí)踐和應(yīng)用。本文通過諸多案例論述了理性思維和感性思維兩者各自不同和互為辯證的哲學(xué)關(guān)系。理性思維為主的思考指導(dǎo)著形象思維的具體運(yùn)用，是感性思維中的暗線和脈絡(luò),感性思維是理性思維的基礎(chǔ)與前提。理性思維和感性思維在數(shù)字動(dòng)畫廣告中相輔相成,互相對(duì)立又互相滲透，數(shù)字動(dòng)畫廣告中兩者相契合，才能產(chǎn)生出具有優(yōu)秀的思想與創(chuàng)造力的作品。
[Abstract]:With the advent of the digital era and the vigorous development of animation industry, the way and types of advertising communication have undergone significant changes. The digital animation advertisement emerges as the times require under this kind of development situation. Digital animation, with its unique visual advantages and scientific and technological means, has been widely used in advertising creative design, and has become an important means of modern advertising creation. How to make good use of this special art style and design and production means, Creating advertisements full of passion and creativity has become an important subject of our research. Among them, creative thinking and design methods determine the information transmission effect of animation advertising. Therefore, in the process of digital animation advertising design, it is of great value and significance to study and discuss rational thinking and perceptual thinking, and to test and demonstrate them in combination with the practical applications such as advertising planning and design. The core content of this paper is to discuss their functions and applications in image, color, spatial light and sound in digital animation advertisement from two angles of rational thinking and perceptual thinking. This paper expounds the properties and characteristics of rational thinking and perceptual thinking activities in the design of digital animation advertisement, and how to practice and apply them in advertising design. This paper discusses the philosophical relationship between rational thinking and perceptual thinking through many cases. Rational thinking, which is the basis and premise of rational thinking, guides the concrete application of image thinking and is the dark line and vein of perceptual thinking. Rational thinking and perceptual thinking complement each other in digital animation advertising, which are opposite and permeate each other. Only when the two agree in digital animation advertising, can excellent ideas and creativity be produced.
【學(xué)位授予單位】：齊齊哈爾大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：J218.7;J524.3

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