【摘要】：人物的造型設(shè)計無時無刻地在影響著周圍的人對此評價，及產(chǎn)品在市場占有力。在市場經(jīng)濟競爭的十分激烈的情況下，廣告已經(jīng)日益成為一種競爭力，而廣告中的人物造型設(shè)計更是重中之重。塑造完美的形象，不僅能體現(xiàn)產(chǎn)品的檔次，同時也是提升產(chǎn)品在消費者心目中的地位，人物形象的設(shè)計已經(jīng)成為一種新的生產(chǎn)力資源，成為對公眾的一種凝聚力，吸引力，感召力，訴求力和競爭力。廣告中的人物形象是指出現(xiàn)在廣告作品中，在一定的情景中完成一定的行為的人的視覺化外貌和舉止。它一方面表現(xiàn)為圖片和影像等視覺化物質(zhì)形象；另一方面，也作用于受眾的情感、心理和意識，表現(xiàn)為一種概念形象。 國外有專家就指出：人物造型設(shè)計是當今社會的核心之一，這就是說，造型設(shè)計可以決定發(fā)展，可以直接涉及效益，可以決定財富的多少。本文的創(chuàng)新點是通過肢體語言來展示人物在造型上的特點。現(xiàn)代社會很多明星代言的產(chǎn)品，由于在語言上夸大其詞，引發(fā)官司。我們可以把廣告中的人物進行造型設(shè)計，通過肢體語言來傳遞商品信息，配以簡單的廣告語表達出產(chǎn)品的內(nèi)涵。 商業(yè)廣告針對目標市場的受眾，獲得產(chǎn)品使用者、購買決策者及潛在消費者的普遍關(guān)注。而廣告中的人物造型，就需要通過分析產(chǎn)品的背景、市場的定位，來引出適合的造型設(shè)計，要從人物造型設(shè)計流程、化妝的功能視覺效應(yīng)的多方認同等幾個方面闡述。目前國內(nèi)外的研究一是針對人物形象進行分析，，研究其對于傳播效果是否具有獨特效果；一種是不同的人物形象類型與產(chǎn)品的組合對產(chǎn)品推廣的作用。這兩種多以實證研究為主，研究對于正確運用人物形象以及規(guī)范廣告中人物形象的恰當設(shè)計和應(yīng)用有很大的積極意義。這些基本都是從營銷和市場方面探討研究，而真正通過化妝、發(fā)型、肢體語言等人物主題來研究的還很少 本課題研究目的、意義：分析商業(yè)廣告中人物如何通過造型能達到一個好的視覺效果，主要是針對產(chǎn)品進行市場定位、產(chǎn)品的分析、來選擇適合的廣告代言人，同時對代言人的服裝、化妝、表情、肢體語言上進行指導(dǎo)，來詮釋商品的內(nèi)涵。希望通過研究，能對商業(yè)廣告中人物造型起到一定的指導(dǎo)作用。
[Abstract]:Personage design is always affecting the people around the evaluation, and the product in the market is powerful. Under the intense competition of market economy, advertisement has become a kind of competitive power day by day, and the character shape design in advertisement is the most important. To create a perfect image can not only reflect the grade of the product, but also promote the position of the product in the consumer's mind. The design of the character image has become a new productive force resource and a kind of cohesion and attraction to the public. Appeal, appeal and competitiveness. The character image in an advertisement refers to the visual appearance and behavior of a person who appears in an advertising work and performs a certain act in a certain situation. On the one hand, it shows the visual material image such as picture and image, on the other hand, it also acts on the emotion, psychology and consciousness of the audience, which is a kind of concept image. Foreign experts have pointed out that figure design is one of the core of the society, that is, shape design can determine the development, can directly involve the benefits, can determine the amount of wealth. The innovation of this paper is to show the characters' characteristics in shape through body language. Modern society many star endorsement product, because in language exaggerates, causes the lawsuit. We can design the characters in the advertisement, pass the product information through the body language, and express the connotation of the product in the simple advertising language. Commercial ads target the target market audience, gain widespread attention from product users, purchasing decision makers and potential consumers. The character modeling in advertisement needs to analyze the background of the product, market positioning, to draw out the suitable shape design, from the figure modeling design process, the functional visual effect of makeup and other aspects of identification and so on. At present, the research at home and abroad is to analyze the character image, study whether it has a unique effect on the dissemination effect; one is the role of different character image types and product combination to product promotion. These two kinds of research mainly focus on the empirical research, which has great positive significance for the correct use of the character image and the proper design and application of the character image in the advertisement. These are basically from the marketing and marketing aspects of the study, but the real use of makeup, hairstyle, body language and other character themes to study the purpose of this topic is very few. Significance: to analyze how characters in commercial advertisements can achieve a good visual effect by modeling, mainly for the market positioning of products, product analysis, to select suitable advertising spokesmen, and at the same time to the spokesperson's clothing, make-up, Expression, body language guidance, to interpret the connotation of the commodity. Hope through the research, can play a certain role in guiding the character modeling in the commercial advertisement.
【學位授予單位】：大連工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：J524.3

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