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在所有的广告媒体中,影视广告具有其他广告媒体所没有的丰富的表现力和强大的影响力它对人们的生活方式,消费观念乃至价值观念都有相当大的影响。我国加入WTO以后,国内企业融入了全球化市场大竞争,这种形势对中国影视广告业提出了更高的要求——中国影视广告业急待与国际规范化的广告市场操作全面接轨。然而,由于我国的影视广告起步晚,底子薄,在制作和传播过程中不可避免地产生了一些弊端,很多影视广告发现出的更多是创制者个人情绪化的缺乏广告策略指导的作品。影视广告是广告策略与电视艺术的综合体,只有在遵循广告规律的前提下,合理地充分利用电视的手段,并实现二者的有效结合,才能真正发挥其巨大功效。 本论文综合了影视广告学术理论与实践中的相关学科知识,分析了目前国内影视广告市场整体水平不高的原因,按影视广告片创制的流程顺序对影视广告的创意、表现、拍摄、后期制作甚至投放等内容进行了分门别类的分析,得出了国内影视广告片的创制应实行规范的国际化操作的结论。希望通过上述研究,对国内影视广告业的某些不规范、不专业运行产生一些影响,从而推动我国的影视广告及早步入良性发展的轨道。
Among all the advertising media, video ads have the rich expressive power and powerful influence that other advertising media do not have. It has a considerable influence on people’s lifestyles, consumer attitudes and values. After China’s accession to the WTO, domestic enterprises have integrated themselves into the big competition in the globalized market. This situation has set a higher demand for the Chinese movie and TV industry - China’s movie and TV industry is in urgent need of full compliance with the internationally standardized advertising market. However, due to the late start of film and television advertisements in our country, some weaknesses are inevitable in the process of production and dissemination. Many of the film and television advertisements discovered more of the lack of advertising tactics directed by the creators’ emotions. Film and television advertising is a combination of advertising strategy and television art. Only under the premise of adhering to the rules of advertising, it can make full use of the means of television and realize the effective combination of the two can it truly exert its great effectiveness. This thesis synthesizes the related subject knowledge in the academic theory and practice of film and television advertisement, analyzes the reason of the low level of the domestic film and television advertisement market at present, and analyzes the creative, performance, filming and post-production of film and television advertisement according to the sequence of film and television advertisement creation Even put on content such as the analysis of different categories, concluded that the creation of domestic film and television commercials should implement the normative operation of the international conclusion. Hope that through the above research, the domestic film and television advertising some of the non-standard, unprofessional operation have some impact, so as to promote China’s film and television ads into the track of sound development.