【摘要】：影視廣告藝術(shù)屬于綜合性藝術(shù)。影視藝術(shù)中的聲、光、電等科技手段和影視廣告的短、奇、快等特點(diǎn),從根本上動(dòng)搖了傳統(tǒng)藝術(shù)理論,必須綜合運(yùn)用各種語(yǔ)言藝術(shù),包括鏡頭語(yǔ)言、音響語(yǔ)言、色彩語(yǔ)言、戲劇語(yǔ)言、文案語(yǔ)言等藝術(shù)技巧,以造成呼應(yīng)、懸念、對(duì)比、暗示、聯(lián)想等戲劇性的藝術(shù)效果,來(lái)迎合和滿足受眾的心理,從而達(dá)到營(yíng)銷的目的。 現(xiàn)階段受眾對(duì)不厭其煩的、重復(fù)的、有償?shù)摹裾f(shuō)的、強(qiáng)制性的廣告熱播大多數(shù)持反感態(tài)度。所以,要改變我國(guó)的影視廣告現(xiàn)狀,提升中國(guó)影視廣告的收視率,就必須加強(qiáng)影視廣告的藝術(shù)化創(chuàng)作,需要從前期創(chuàng)意、受眾心理、制作手段,后期制作等進(jìn)行系統(tǒng)規(guī)劃設(shè)計(jì)。隨著科技的日新月異,每天都不斷有影視制作的新觀念、新方法、新技術(shù)和新軟件出現(xiàn),影視廣告也隨之發(fā)展迅速。影視廣告藝術(shù)創(chuàng)作將朝著更新、更炫、更生動(dòng)的方式發(fā)展,將會(huì)出現(xiàn)更好的經(jīng)過(guò)藝術(shù)化處理的影視廣告作品。所以現(xiàn)代影視廣告藝術(shù)化創(chuàng)作發(fā)展的道路是我們需要研究的問(wèn)題。本文通過(guò)對(duì)一些資料的整理和分析,結(jié)合影視廣告及影視作品藝術(shù)化創(chuàng)作的實(shí)踐案例,對(duì)影視廣告藝術(shù)創(chuàng)作的相關(guān)問(wèn)題進(jìn)行系統(tǒng)梳理,在此基礎(chǔ)上分析總結(jié)其運(yùn)作手段。 全文共分為五個(gè)部分: 第一部分為緒論,交代了論文的選題的背景和意義、研究方法及目的。 第二部分梳理影視廣告藝術(shù)化創(chuàng)作的相關(guān)概念和發(fā)展?fàn)顩r,總結(jié)影視廣告藝術(shù)化創(chuàng)作的要求及特點(diǎn)。 第三部分引用實(shí)例重點(diǎn)分析影視廣告藝術(shù)化創(chuàng)作的的常見手段和技巧,并總結(jié)影視廣告藝術(shù)化創(chuàng)作的優(yōu)勢(shì)和誤區(qū)。 第四部分歸納影視廣告藝術(shù)創(chuàng)作的美學(xué)趨勢(shì)和發(fā)展未來(lái)。 第五部分為結(jié)語(yǔ),總結(jié)全文觀點(diǎn)。
[Abstract]:Film and television advertising art belongs to comprehensive art. The characteristics of sound, light, electricity and other scientific and technological means in film and television art and the short, strange and fast of film and television advertising have fundamentally shaken the traditional art theory. We must make comprehensive use of various language arts, including lens language, audio language, color language, dramatic language, copywriting language and other artistic skills, in order to create dramatic artistic effects such as echo, suspense, contrast, suggestion, association and so on, to cater to and satisfy the psychology of the audience. In order to achieve the purpose of marketing. At this stage, the audience is tired of, repetitive, paid, persuasive, mandatory advertising popular most of the aversion attitude. Therefore, in order to change the present situation of film and television advertising in our country and improve the viewing rate of Chinese film and television advertising, we must strengthen the artistic creation of film and television advertising, and need to carry on the system planning and design from the early creative, audience psychology, production means, post-production and so on. With the rapid development of science and technology, there are new concepts, new methods, new technologies and new software for film and television production every day, and film and television advertising is also developing rapidly. The artistic creation of film and television advertising will develop in a newer, more dazzling and more vivid way, and there will be better artistic film and television advertising works. Therefore, the development of modern film and television advertising artistic creation is a problem that we need to study. Through the collation and analysis of some materials, combined with the practical cases of film and television advertising and artistic creation of film and television works, this paper systematically combs the related problems of film and television advertising art creation, and on this basis, analyzes and summarizes its operating means. The full text is divided into five parts: the first part is the introduction, which explains the background and significance, research methods and purpose of the topic. The second part combs the related concepts and development of the artistic creation of film and television advertising, and summarizes the requirements and characteristics of the artistic creation of film and television advertising. The third part focuses on the analysis of the common means and skills of the artistic creation of film and television advertising, and summarizes the advantages and misunderstandings of the artistic creation of film and television advertising. The fourth part summarizes the aesthetic trend and development future of film and television advertising art creation. The fifth part is the conclusion, summarizes the full text viewpoint.
【學(xué)位授予單位】：西北民族大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：J524.3

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