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蒙太奇语言是影视媒体的叙述方式,指的是按生活的逻辑和美学的原则把镜头一个个地组接起来。在电视广告中的画面构图部分,可有效地运用蒙太奇手法进行编辑、制作。电视广告的画面构图运用蒙太奇语言来处理,追求的不是视觉上的秩序,而是理念上的逻辑。它的意义在于根据广告主题的要求,用最富有表现力和艺术感染力的形式,将所要传达的产品、劳务、观念等信息,有机地安排组织在画面里,使广告主题能充分、完美地表现出来,从而使广告诉求更清晰、明确。在运用蒙太奇语言进行电视广告画面构图时,需注意以下几个方面:
The montage language is the way of narration of film and television media, referring to the connection of the shots one by one according to the logic of life and the principle of aesthetics. In the TV commercial picture composition part, can effectively use montage techniques for editing, production. The composition of TV commercials is handled in a montage language, not visual order, but conceptual logic. Its significance lies in the advertising theme of the request, with the most expressive and artistic appeal in the form, will convey the products, services, concepts and other information, organized arrangements in the picture, so that advertising themes can be fully and perfectly Show, so that the demands of advertising more clearly and clearly. In the use of montage language television advertising screen composition, the need to pay attention to the following aspects: