论文部分内容阅读
近年来,中国电视广告无论是在创意及设计方面都迈上了一个新台阶。区别于传统的电视广告制作手法,在电脑动画特效技术的大规模使用下,出现了纯动画电视广告以及实拍和动画合成等新制作手法。纵观中国电视广告的发展史,主要的改变来自于创意、设计及新技术的应用。本文尝试从创意设计、数字技术的使用、短小精湛的构思这三个方面剖析中国电视广告的设计形式的改变,展望中国电视广告的发展趋势。
In recent years, Chinese TV commercials have both reached a new stage in terms of creativity and design. Different from the traditional TV commercial production techniques, pure animation TV commercials and new production techniques such as real-time filming and animation synthesis have appeared in the large-scale use of computer animation special effects technology. Looking at the history of the development of television advertising in China, the major changes have come from the application of creativity, design and new technologies. This article tries to analyze the change of the design form of Chinese TV advertisement from three aspects of creative design, the use of digital technology and short and exquisite idea, and looks into the development trend of Chinese TV advertisement.