影视动画广告的叙事方法研究——从共性到个性  

A Research on the Narrative Methods in Film and Television Animation Advertisements —From Similarity to Individuality

作　　者：黄恩武[1] 

机构地区：[1]福建工程学院文化传播系,福州350108

出　　处：《长春大学学报》2012年第7期889-891,共3页Journal of Changchun University

基　　金：福建省教育科学"十二五"规划项目(FJCGGJ11-097)

摘　　要：20世纪20年代,万氏兄弟创作的《舒振东华文打字机》是中国的第一部影视动画广告,从那时起,动画广告就成了广告中的一种重要类别,影响着我们的生活。本文从影片剧作、影视广告脚本、动画片中分析各剧作的叙事手法和特点,从中找到它们叙事手法的共性,并以最新的经典动画广告为实例进行具体分析,结合动画独特的画面"语言",总结出影视动画广告的叙事手法和创作规律。Shu Zhen-dong Chinese Typewriter, created by the Wan Brothers in 1920s, is the first animation advertisement in China. From then on, animation advertisement becomes an important category in advertisements, which greatly influences our life. This thesis analyzes the narration techniques and the features in film plays, film and TV advertisement script as well as animation so as to summa- rize the similarities of narration techniques. By analyzing the latest classical animation advertisement and the unique ＂language＂ of ani- mation, it gives the narration techniques and creation rules in film and television animation advertisement.

关 键 词：影视动画广告 叙事手法 动画 

分 类 号：J954[艺术—电影电视艺术]