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自上世纪改革开放以来,影视广告这一全新的广告形式走入公众的视线,自此开始,影视广告在国内实现了迅猛地发展。影视广告使更多的受众更好地接受了广告的形式与内容,获得了一定程度上的成功。为此,本文将从影视广告的创作动因分析入手,对影视广告创意表达进行分析,并就影视广告创意所应当遵循的基础性原则展开论述,以供参考。
Since the reform and opening up in the last century, film and television advertising, a brand new form of advertising, has stepped into the public eye. Since then, film and television advertising has achieved rapid growth in China. Television advertising enabled more audiences to better accept the form and content of advertisements and achieved some success. Therefore, this article starts with the analysis of creative motivations of video ads, analyzes the creative expression of video ads, and discusses the basic principles that should be followed in the creative of video ads for reference.