广告传播伴随电视、网络、手机而无孔不入,为我们的生活提供了视觉形象,规定着文化享受,也是知识文化主流的合法的支配形式。因此,它导引着商品消费和意识形态的选择。而艺术的形式就是诉诸感官的形象,作为创作者,我们又怎能忽视对视觉形式的建构呢?本文从影视广告的视觉构建和影响方面进行论述。 With the pervasiveness of television, the Internet and mobile phones, advertising communication has provided a visual image of our life and stipulated the enjoyment of culture. It is also the legal dominant form of the mainstream of knowledge and culture. Therefore, it guides the choice of commodity consumption and ideology. However, the form of art is the image of appealing to the senses. As creators, how can we ignore the construction of visual forms? This article discusses the visual construction and influence of film and television advertisements.