影视广告的视觉形象审美研究

发布时间：2018-01-18 04:12

本文关键词：影视广告的视觉形象审美研究　出处：《辽宁师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：影视广告是一种现代广告形式，是现代社会中一种颇具艺术色彩的文化现象，它是随着影视媒介的产生而发展的。在影视媒体高速发展的今天，广告已经逐渐形成一种文化，广告的形式不断地更新，广告的理念不断地进步，广告的创意不断地提升。从最初平铺直叙的介绍型广告开始，到今天各种新颖，制作精美的画面与声音，影视广告已经走过了半个多世纪的历程。今天，影视广告的应用已经从电视传媒发展到媒体网络，从人们的生活居室到商场、车站、机场以及街道等公共场所，它早已贯穿于我们生活的方方面面。在社会进入读图时代后，人们追赶潮流对视觉形象欣然接受，设计者更加努力地制作吸引受众眼球的作品。越来越多的广告充斥着市场，使得受众对于审美形象的要求也越来越高，设计者在设计影视广告时，开始向多元化发展，通过色彩、形状、文字、声音等手法进行诠释和包装，在影视广告中，除了视觉所看见的，还要配合听觉所感受的，最终合二为一才能体现广告的真谛。要想让观众接受广告，必须要体现影视广告视觉形象的美学价值，我们从广告艺术美与技术美来分析广告案例中属于哪种方式的美，从广告的表现形式中找出它的价值之所在。影视广告经过了岁月的洗礼，早已破茧成蝶，成为了一门综合性的实用艺术，它是一种独具魅力的审美文化现象，具有相对独立的审美价值，他的审美艺术越来越完善，带给观众的是更高层次的视觉冲击，但时代是不断进步的，而观众的审美眼光也在不断提高，进而促进影视广告也在不断的创新。本文从影视广告的视觉形象的审美研究入手，结合审美形象的情感、价值、文化等对影视广告进行系统化的分析，最终梳理出，影视广告与审美相结合会产生怎样的艺术效果，在整个过程中，本人进行了大量的实例对比和分析，，就影视广告在视觉形象的审美中进行了思考和辩证。
[Abstract]:Film and TV advertisement is a kind of modern advertisement form, it is a kind of cultural phenomenon with artistic color in modern society, and it develops with the emergence of film and television media. Today, film and television media develop at a high speed. Advertising has gradually formed a kind of culture, the form of advertising is constantly updated, the concept of advertising is constantly improving, and the creativity of advertising has been constantly improved. From the beginning of the introduction advertising, to today, a variety of novel. Production of beautiful pictures and sounds, film and television advertising has gone through more than half a century of the course. Today, the application of film and television advertising has developed from the television media to the media network, from people's living rooms to shopping malls, stations. Airports and streets and other public places, it has been running through all aspects of our lives. After the society enters the era of reading pictures, people follow the trend to accept the visual image cheerfully, and designers make more efforts to produce works that attract the audience's attention. More and more advertisements are flooding the market. The audience for the aesthetic image of the requirements are also higher and higher, designers in the design of film and television advertising, began to diversify development, through color, shape, text, sound and other techniques for interpretation and packaging. In film and television advertising, in addition to the visual see, but also with the sense of hearing, the final integration into one can reflect the true meaning of advertising. Want to let the audience accept the advertisement. We must reflect the aesthetic value of visual image of film and television advertisement. We should analyze the beauty of advertising case from the aesthetic of advertising art and technology, and find out the value of advertisement from its form of expression. After years of baptism, film and television advertising has already broken the cocoon into a butterfly, has become a comprehensive practical art, it is a unique charm of aesthetic culture phenomenon, with relatively independent aesthetic value. His aesthetic art is becoming more and more perfect, bringing the audience a higher level of visual impact, but the times are constantly improving, and the audience's aesthetic vision is also constantly improving. This article starts with the aesthetic research of the visual image of the film and television advertisement, combining with the emotion, value and culture of the aesthetic image, carries on the systematic analysis to the film and television advertisement. Finally, comb out, the combination of film and television advertising and aesthetic will produce what kind of artistic effect, in the whole process, I carried out a large number of examples of comparison and analysis. Film and television advertising in the visual image of the aesthetic thinking and dialectical.
【学位授予单位】：辽宁师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J905

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