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新媒体时代是中国动画产业的大背景,也是研究商业动画广告不可忽略的时代背景。与电视、报纸、广播等为主导的传统媒体时代不同,新媒体时代是以科技发展为前提,以数字、网络、移动通信技术为依托的信息时代。商业广告能在瞬间吸引消费者,必须具备特殊的魅力和感染力,这需要广告的艺术价值实现。本文主要分析了商业动画的背景及如何去表现艺术价值。
The new media era is the background of China’s animation industry, but also the background of the study of commercial animation ads can not be ignored. Unlike the era of traditional media dominated by television, newspapers and radio, the new media era is an information age based on the development of science and technology, and based on digital, Internet and mobile communications technologies. Commercial advertising can instantly attract consumers, must have a special charm and appeal, which requires the artistic value of advertising to achieve. This article mainly analyzes the background of the commercial animation and how to express the artistic value.