影视广告拍摄与前期创作的相互关系

发布时间：2018-05-21 01:30

本文选题：影视广告拍摄 + 前期创作　；参考：《哈尔滨师范大学》2015年硕士论文

【摘要】：随着社会的进步和发展,中国广告业也已走过了20多个春秋,不管是从广告制作方面还是广告创意方面来讲,我国都已形成了具有中国特色的广告风格。影视广告作为四大传统媒介之一,它具有一定的广泛性、多样性、可信度高等优点。因此,在许多国家和地区,影视广告已成为应用最普遍、最主要的一种广告信息“综合传达”媒介。但随着各式各样的影视广告大量涌现,其制作质量也随着社会的强烈需求而有所降低标准。庸俗的创意、单一无味的镜头语言、毫无美感的画面是现在很多影视广告普遍存在的问题,归根究底就是对影视广告拍摄与前期创作之间的关系不明确造成的,而这些问题,却很少引起从事广告或即将从事广告行业的人们的重视。因此,笔者认为想要制作出一只优秀的影视广告,就应该对影视广告制作的整个流程应该有个明确的认识,更应该清楚了解拍摄与前期创作之间两者的关系。通过此次的创作与实践研究,找到广告拍摄与前期创作之间环节脱节造成原因,进而希望能够提高广告制作团队的专业意识,加强我们及广告制作团队的专业素质。
[Abstract]:With the progress and development of the society, China's advertising industry has also gone through more than 20 Spring and Autumn period, whether from the aspect of advertising production or advertising creativity, our country has formed the advertising style with Chinese characteristics. As one of the four traditional media, video advertising has the advantages of universality, diversity and credibility. Therefore, in many countries and regions, film and television advertising has become the most common, the most important advertising information "comprehensive communication" medium. However, with the emergence of a wide range of film and television advertising, its production quality has been reduced with the strong demand of the society. Vulgar creativity, a single, tasteless lens language, and an unaesthetic picture are common problems in many film and television advertisements nowadays. In the final analysis, the relationship between film and television advertising shooting and early creation is not clear, and these problems are caused by these problems. But it rarely attracts the attention of people who are or are about to engage in advertising. Therefore, the author thinks that in order to produce an excellent film and television advertisement, we should have a clear understanding of the whole process of making film and television advertisement, and also clearly understand the relationship between shooting and early creation. Through this creative and practical research, we find out the reasons for the disconnection between advertising shooting and early creation, and hope to improve the professional consciousness of advertising production team and strengthen the professional quality of us and advertising production team.
【学位授予单位】：哈尔滨师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J412.9

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