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序言《读图时代》一文明确指出:1.现在已经进入读图时代。2.读图时代的信息传播应该将显性表现转化为隐性表现,通过隐性表现扩大看起来意义非常明确的显性外延,以此增加影视广告的、信息厚度、耐看性。这一观点,能够从美学角度发出并同时表现出了更高层次的理论高度,显见大陆影视广告的思考相较以往的个案介绍、制作技巧等等确实是上了台阶,实在是令我们额手称庆的事情。但是,像读图时代这样偌大一个命题,想在两三千字的篇幅里谈得既全面又深入,这种企图显然有些空落。因此,我们希望有更多的同仁来加入读图时代的讨论,以明确大时代背景下影视广告的表现追求和美学指向。
The preface “Time of Reading Pictures” explicitly states: 1. It has now entered the age of reading. 2. The information transmission in the era of reading pictures should turn the explicit performance into the recessive performance, and expand the explicit extension that appears to have a very clear meaning through the recessive performance so as to increase the thickness and tolerance of the video advertisement. This point of view can be issued from the perspective of aesthetics and at the same time shows a higher level of theoretical height. It is obvious that the thinking of the Mainland’s film and television advertisements is really higher than the previous case introduction, production skills, etc. thing. However, such an ambitious proposition in the era of reading pictures and the desire to have a comprehensive and thorough discussion in the two or three thousand words space are obviously empty. Therefore, we hope that more colleagues will join the discussion in the era of reading pictures to clarify the performance pursuit and aesthetic direction of film and television advertisements in the era of great times.