摘要
在影视广告界普遍认为影视广告与电影电视的构思方式相似,都更注重影像化,但因为广告时长相对较短,需要画面在出现之后立即抓住观众的眼球,所以广告必须要具有优于电影影像化的特征。目前在影视广告创作过程中,基本都是以平面设计为要点,利用画面和造型将构思图像化和视觉化,因此其中的视觉思维与视听应用就成为了核心控制要点。基于此,从影视广告中最典型的视觉表现着手,体现了其平面设计下的视觉思维公式,并最后围绕颜色、文字、图像和品牌标志设计探索了相应的视听应用。
In the field of film and television advertising, it is generally believed that film and television advertising is similar to film and television in the way of conception, and both pay more attention to image, but because of the relatively short advertising time, the screen needs to catch the audience’s eye immediately after it appears, therefore, advertising must have better than the film image of the characteristics. At present, in the process of film and television advertising creation, the basic point is the graphic design, the use of images and modeling will be conceived image and visualization, so the visual thinking and audio-visual application has become the core control points. Based on this, from the film and television advertising in the most typical visual performance, reflects its graphic design of the visual thinking formula, and finally around the color, text, image and brand logo design to explore the corresponding audio-visual applications.
作者
李向东
LI Xiangdong(Xiamen Institute of Software Technology,Xiamen 361000,China)
出处
《鞋类工艺与设计》
2022年第23期64-66,共3页
SHOES TECHNOLOGY AND DESIGN
关键词
影视广告
平面设计
视觉思维
视听设计
film and television advertising
graphic design
visual thinking
audio-visual design
