广告动画短片创作是动画学科学生实用性较强的课程。无论传统影视广告中的动画特效部分还是纯粹以动画作为表现形式的广告作品,动画的介入都使广告作品的传播效果和表现空间大大增加了。广告动画是一种以明确的信息传递为目标的动画形式,是一种功能性动画,其创意过程具有独特性,培养模式也值得探索。 Advertising animation short film animation is a practical course for students. Regardless of the animation effects part of the traditional video ads or purely animated as a manifestation of advertising works, the intervention of animation are advertising the work of the dissemination of results and performance space greatly increased. Advertising animation is a form of animation that aims at a clear message transmission. It is a kind of functional animation. Its creative process is unique and training mode is also worth exploring.