视听元素在影视植入广告创意中的运用  

Application of Visual Elements in the Film and Television Placement

作　　者：魏琼靓[1] 

机构地区：[1]河南机电高等专科学校,新乡453002

出　　处：《包装工程》2014年第8期117-120,共4页Packaging Engineering

基　　金：河南省教育厅人文社会科学研究项目(2013-QN-646)

摘　　要：目的研究视听元素在植入广告创意中的一些应用形式。方法从广告创意入手,运用广告学、影视广告学中相关原理,研究影视植入广告创意的一些手法,通过对中国近期具有影响力的电影的植入广告进行图形、语言、对白分析总结,探索出此类广告在创意上的一些新形式。结论恰到好处的色彩,可以产生强烈的视觉冲击力;完美的画面,会产生美的感受;广告语的巧妙植入,具有异曲同工之妙。Objective To study the visual elements of the implantation of some creative application form.Methods Starting from a creative approach, the use of advertising, television advertising in the relevant principles of television advertising creative implanted some of the tactics, through China＇ s recent influential films for graphics placement, language, dialogue analysis and summary, it explored this types of advertising in some of the new forms of creativity. Conclusion The right color can have a strong visual impact; perfect picture will produce a feeling of beauty; clever slogan implants, with the same purpose.

关 键 词：影视植入广告 创意 色彩 图像 对白 

分 类 号：J524.3[艺术—艺术设计]