论平面图像蒙太奇叙事及在广告创意中的运用  

Narrative of flat images Montage and its utilization in advertising creativity

作　　者：李光辉[1,2] 

机构地区：[1]福建师范大学文学院 [2]福建师范大学福清分校文法学院

出　　处：《广告大观（理论版）》2015年第4期84-91,共8页Journal of Advertising Study

基　　金：福建省教育厅"广告叙事学特征研究"(项目编号:JBS08141)课题研究成果之一

摘　　要：单幅平面图像作为空间性的呈现,由于缺乏内在的"时间性张力"和语境,往往无法进行叙事。在广告设计中,通过对"构图要素"的组合、受众视觉"错觉"的利用等方式,可以突破平面图像叙事在时空和语境上的障碍,制造出蒙太奇效果,从而帮助平面图像讲述"微型的"广告故事,成为广告说服的利器。在长期的广告实践中,形成了多种平面图像蒙太奇的创意类型,但这类图像的创意及设计显然是带着脚镣的舞蹈,只有在遵循相应原则的基础上,才能打磨出适合于广告的图像奇观。As a Single spatial presentation, the flat image can＇t narrate because the lack of inner ＂Time Tension＂ and Context. Through taking advantage of combination of ＂image composition elements＂ and visual illusion of audiences, advertising designer could break through barriers of time and context in flat image narrative and create montage visual effect. Flat image montage could illustrate ＂mini＂ advertising stories and prove to be good persuasion. Many kinds of flat image montage have been created in advertising practices. In order to create qualified flat image montage for advertising, the image design has to follow the corresponding principles.

关 键 词：平面图像 蒙太奇 广告 叙事 

分 类 号：F713.8[经济管理—广告]