影視宣傳片論文

1、 論文主題：論述影視宣傳片的影響 學(xué)院： 文化創(chuàng)意與傳播學(xué)院 專業(yè)： 多媒體影像 班級： 151 姓名： 章亦錚 摘要 何一任門科學(xué)的產(chǎn)生、進步和革新，都賴于對它的研究對象、體系和意義的正確認(rèn)識與深刻理解。而我們每個人對于影視媒體對于傳播都有自己的獨到見解和觀念。而在我看來，影視宣傳片在當(dāng)代傳播媒介媒體中起到了很大的作用。本文寫了關(guān)于當(dāng)代影視宣傳片的創(chuàng)作方式和影響，與傳播學(xué)的聯(lián)系，在廣告?zhèn)髅缴系捏w現(xiàn)價值，在社會媒介上的作用。 關(guān)鍵詞：影視 宣傳 媒體 傳播 廣告Abstract Any term science generation, progress and innovation, it a

2、ll depends on the object of study, systems and correct understanding of the meaning and deep understanding.And each of us for the visual media for the dissemination of its own insight.In my opinion, film and television commercials played a significant role in contemporary media media.This article wa

3、s written about contemporary television commercials creative way and influence, contacts and Communication, reflects the value of the advertising media,the role of media in society. Key words: mass media propaganda film spread a.d.DADF FFFD窗體底端Part1.影視作品正在以一個不可忽視的重要力量日新月異的發(fā)展著，而影視片頭又是影視作品的給觀眾的第一印象。任何

4、一個風(fēng)格獨特、富于個性化的影視片頭都是畫面視覺藝術(shù)巧妙結(jié)合的典范，它包含著多方面、多視角的綜合知識，可能是歷史方面的，或者是時尚方面的。新技術(shù)的不斷出現(xiàn)，強烈的開拓著視覺傳達(dá)的延伸之一影視片頭的創(chuàng)作，為其提供了更強大的物質(zhì)基礎(chǔ)和廣闊的創(chuàng)作可能。同時也對影視片頭的創(chuàng)作提出了更新更高的要求：一方面，技術(shù)的發(fā)展為創(chuàng)作者提供了更多的可能性，也迫使設(shè)計者不斷的挑戰(zhàn)影視片頭的表現(xiàn)極限，另一方面，也促成了觀眾審美需求的提高，反過來促進創(chuàng)作上的進步。 影視片頭的視覺藝術(shù)是具有電影特性的美術(shù)設(shè)計。是一種具有思維空間形態(tài)的藝術(shù)造型。一個好的電影，電視劇，其片頭片尾是非常講究的，研究影視片頭片尾視覺效果的意義在于：

5、 1片頭是觀眾對一部影片的第一印象，片頭和片尾相當(dāng)于一本書的封面和封底。片頭的好壞，直接影響到觀眾對整個影片的觀賞效果。 2任何一種藝術(shù)，其魅力都在于內(nèi)容與表現(xiàn)形式的完美與統(tǒng)一。電影片頭藝術(shù)的創(chuàng)作，同樣存在內(nèi)容與形式的完美統(tǒng)一的創(chuàng)作歷程。根據(jù)影片不同主題，設(shè)計不同的方案，不同的表現(xiàn)形式。 3電影片頭字幕的設(shè)計，是整個電影藝術(shù)的組成部分，而字幕的設(shè)計又與影片自身有很大的不同，不可忽視，必須從視覺上加以美觀。 4現(xiàn)階段影視制作飛速發(fā)展，各種富有視覺沖擊力的效果層出不窮，我國在影視片頭片尾創(chuàng)意方面與國外差距比較大。通過比較以促進國內(nèi)影視片頭制作的發(fā)展。換一個角度來講，影視宣傳片的片頭又與許多廣告結(jié)合

6、起來，形成了商業(yè)與傳媒的結(jié)合，這是媒體，傳播，廣告的結(jié)合，也是當(dāng)代影視宣傳片發(fā)展迅速的一個原因。Part2. 進入21世紀(jì)以來，隨著電影、電視制作技術(shù)的日益成熟和互聯(lián)網(wǎng)的逐漸發(fā)達(dá)，影視文化得到了長足的發(fā)展。同時影視文化也日益對人們的生活以及社會的發(fā)展產(chǎn)生重要的影響。藝術(shù)的重大變革與傳播自古以來就是伴隨著媒介的改變與革新而產(chǎn)生的，依傍著高科技技術(shù)的音頻、視頻、圖片等信息流的傳播與發(fā)展日益革新。新興高科技技術(shù)媒介下計算機、錄像、網(wǎng)絡(luò)、數(shù)字成像技術(shù)的發(fā)展日益發(fā)展，但與之相對應(yīng)的媒介理論卻發(fā)展緩慢，長期處于停滯的狀態(tài)。因此，影視文化研究，尤其是傳播媒介理論的研究就顯得尤為重要。影視文化指通過電影、電視

7、方式進行的文化創(chuàng)造。它具有可視性、傳播性、及時性、直觀性、廣泛性等特征。影視文化通過直觀明了的方式對人們生活、思想進行直觀的再現(xiàn)。通過反映生活、記錄事態(tài)、構(gòu)造人類想象、再現(xiàn)歷史等具體內(nèi)容對生活進行反應(yīng)，讓觀眾從直觀化的視聽說中得到真實原始的認(rèn)識和、感受和思考，并且借助高科技的媒介方式使影視文化成為人們生活的重要部分。文化的媒介經(jīng)過紙質(zhì)、音頻、視頻的發(fā)展，現(xiàn)在已經(jīng)發(fā)展成為成熟的先進成果混同并整合發(fā)展后的多層次傳播媒介。但至今為止，對文化媒介與傳播進行的研究僅處于起步階段。為了更好地統(tǒng)籌理論與實踐的同步發(fā)展，通過理論的研究促進傳播媒介更先進的變革，我們要及時準(zhǔn)確的研究理論知識。Part3. 在高科

8、技傳媒技術(shù)的支持和推動下，近年來影視文化取得了不菲的發(fā)展成績。影視文化的發(fā)展為人們提供了消遣娛樂的更多選擇，極大地豐富了人們的文化生活。在新興文化傳媒的帶動下，影視文化呈現(xiàn)出的模擬感、新奇感、刺激感是人們有了對生活更直觀本真的感悟和思考，使人們能夠身臨其境的感受影視文化中所烘托變現(xiàn)出的炫幻感覺，也是人們在文藝與現(xiàn)實不同的比較中得到文化的熏陶、對藝術(shù)的體悟感知。例如3D電影技術(shù)的成熟，使人們能夠在立體的空間中感受阿凡達(dá)中來自另一個星球的立體空靈美，能切身體會式的感知星球大戰(zhàn)的科技戰(zhàn)爭與人類愛情的美麗純粹。同時也正因為這種新型電影媒介方式的成熟，才能將人類心中神圣的想象與對另一個世界的主觀念想轉(zhuǎn)化

9、為具體真實的視頻介質(zhì)，能夠讓人們感觸到艾麗斯夢游仙境中如癡如迷的仙境，將人類美麗富有創(chuàng)造的想象化身為真實的可觀可看的媒介形式。從這方面來說，在新型媒介的帶動下影視文化日益發(fā)展，并豐富了人們的文化生活，同時也為人類文明的進步與發(fā)展做出了不可磨滅的貢獻。但相反，影視文化媒介化也出現(xiàn)了令人擔(dān)憂的一面。高科技媒介的發(fā)展是電影文化人投機取巧，過重的依托高科技而忽略了人的本真，缺失了必要的人文關(guān)懷，使電影文化日益成為科技的拼貼而非人類文明和生活的再現(xiàn)。在這種畸形文化創(chuàng)作思想下，影視文化喪失了人文關(guān)懷，成為了科技的炫技。 科技時代的到來必將對影視文化媒介的發(fā)展帶來不可多得的契機和發(fā)展機會。因此，隨著科技的不

10、斷發(fā)展和社會的不斷進步，文化媒介會日益成熟，并且會促進影視文化的長足發(fā)展。一定意義上， 信息化社會里以計算機為代表的高科技媒體藝術(shù)正逐漸成為這個社會里普泛的藝術(shù)樣式，以高科技為支點的影視文化必將顯示出作為新事物快速發(fā)展的咄咄逼人之勢，并且會逐漸成為傳媒的領(lǐng)軍者，帶領(lǐng)傳媒走向新的輝煌。Part1 Visual medium is now rapidly developing as an unignorable force, meanwhile the video title is the first impression of the visual medium to the audiences

11、. Any personalized video title with special style is the model of clever combination of screen and visual art, which contains a wide range of knowledge in historical or fashionable aspect. The appearing of new technology firmly advance the creation of video title, one of the spread of visual communi

12、cations, and make it possible for providing better material basis and more possibility of creation. At the same time, new demand of higher standard of video title is claimed. On the one hand, the development of technology offers more chance for creators and pressurize them to challenge the limit of

13、the performance of video title. On the other hand, it increase the ability of audiences appreciation which also promote the progress on creation in return. The visual art of video title is an artistical design with cinematic trait and thinking space form. In a good movie or a good TV series, the vid

14、eo title and tail leader are extremely cultured. The meaning of researching the visual effects of video title and tail leader can be divided into four parts. Firstly, the video title is the first impression of a film to audiences, the video title and tail leader are just like the cover and back of a

15、 book. The quality of video title will influence the viewing experience. Secondly, whatever kind of art, as well as the creation of video title, their charm lies in the perfection and unity of content and form. In terms of different themes, scriptwriters design different schemes and different patter

16、n of manifestation. Thirdly, designing the subtitle of film title is another important part of the whole cinematic art. However, this design is different from the film production, it should be more visually artistic. Fourth, nowadays the speedy development of movie production make the visual effects

17、 emerge in endlessly, while China still has a gap with some foreign countries. Chinese movies industry can make progress by comparing the disparity between them. In another angle, combining film title with advertising can be regarded as the assembly of business and medium, which contributes to the d

18、evelopment of contemporary movie industry.Part2 Since we entered into 21st century, the cinematic culture has made considerable progress as the movie production technology becoming mature and the popularization of internet. Meanwhile the cinematic culture also affect peoples life and the development

19、 of society deeply. The great revolution and spread of art is accompanied by the changes and revolution of medium from time immemorial as well as development of advanced technology in video, voice, image and other informational carriers. By recording calculating computer, video, internet and digital

20、 imaging technology, the newly advanced technology is thriving and prosperous. Nevertheless, so slowly is the corresponding theory basis developing that demands further research on medium study, especially on the communication mediu theory.Cinematic culture means that the creating cultural productio

21、n in the form of movies and television series, which has the features of visuality, transmissibility, timeliness, intuition and universality. By reflecting to life, recording stories, design imagination and reappearing the history, cinematic culture help audiences to obtain natural feeling and thoug

22、ht from intuitionistic seeing and hearing. Besides, advanced technology and utilized to make cinematic culture a significant part of individuals life. Cultural medium is now becoming the combination of mature advanced achievements and stepping into multi-layered position by the process from paper to

23、 video and voice. However, the research on cultural medium and communication up to now is at the beginning step. Timely and accurate theoretical knowledge are needed in order to coordinate the theory and practice to develop at the same speed as well as raising the revolution of better communication

24、medium by theoretical studies.Part3 Under the support and promotion of advanced technology, cinematic culture makes great progress in recent years. The development of cinematic culture offers householders more choices of entertainment, which enriches peoples cultural life. With the encouragement of

25、cultural medium, the sense of simulation, inspiration and stimulation of cinematic culture drives people to think about the reality of life and obtain their own observation. Furthermore, people feel immersive film culture in the sense of change emerged Hyun magic contrast, and get the influence of c

26、ulture, the understanding of perception of art by comparing art and reality. For instance, the maturity of 3D technology make it possible for people to feel the steric beauty of another planet, the technological stars war and the pure humans love of Avatar just like being personally on the sense. In

27、 light of the maturity of this kind of newly movie medium, the holy imagination to another world from human heart turns into the specific video, and change the virtual creativeness into visual medium such as the fairyland in Alice in Wonderland. In this point of view, the inspiration of new medium enriches peoples cultural life and make contribution to the development of civilization. However, some worrying problems occurs in cin