三维动画技术在影视广告中的应用  

Application of 3D Animation Technology in Film and Television Advertising

作　　者：李咏纹 LI Yongwen(Suzhou City University,Suzhou 215104,China)

机构地区：[1]苏州城市学院,江苏苏州215104

出　　处：《电视技术》2023年第1期85-88,共4页Video Engineering

摘　　要：三维动画技术能充分挖掘传统美学,并将传统美学中的多种元素融入动画中,既满足观众的审美与感官需求,又满足影视广告的商业化与艺术化的紧密衔接。当前,影视广告设计主要存在内容陈旧、忽视产品内涵等问题,影响了影视广告的传播,而三维动画技术的应用能丰富影视广告表现手法、强化视觉冲击、优化广告创意。基于此,提出基于三维动画技术的影视广告设计流程,并进一步分析三维动画技术在影视广告中的应用方向,为影视广告的发展提供创新方向,助力影视广告业的发展。The application of 3D animation technology can fully tap into traditional aesthetics and integrate various elements of traditional aesthetics into animation, which can not only meet the aesthetic and sensory needs of the audience, but also meet the close connection between commercialization and artistry of film and television advertising. At present, there are mainly some problems in the design of film and television advertisements, such as outdated content and neglect of product connotation, which affect the spread of film and television advertisements. The application of three-dimensional animation technology can enrich the expression of film and television advertisements, strengthen visual impact and optimize advertising creativity. Based on this, the article proposes the design process of film and television advertising based on 3D animation technology, and further analyzes the application direction of 3D animation technology in film and television advertising, providing innovative direction for the development of film and television advertising, and helping the development of film and television advertising industry.

关 键 词：三维动画技术 影视广告 广告制作 

分 类 号：TN948.13[电子电信—信号与信息处理]