浅析创意广告中场景的设计(硕士)

浅析创意广告中场景的设计(硕士)(论文24000字)
摘要
现代广告极富商业与艺术的综合性，好的广告作品必须两者并重，偏一不可。广告不只是一种影像艺术，他追求的并非与功利无关的审美与感动，也必须达到商业目的，因此在设计的流程都与功利性审美有关，将广告的价值与魅力体现出来，其场景的设计占了很大的要素。本文将先讨论创意广告，藉由与平面广告，电影的置入性行销等作比较，分析出创意广告的主要特点，再分析场计设计的方法，辅以艺术风格、实践技术等，探讨广告深入人心的关键点。
第一章先分析创意广告的现况，它的社会贡献与艺术价值。论述创意广告作为一种综合性极高的商业作品，如果以媒介载体为脉络梳理它的发展轨迹，平面媒体、电视媒体与网络媒体是创意广告经历的三个发展时代，在不同的历史阶段，创意广告与在那个时代里流行的媒介相结合，传播的宽度与广度逐渐成熟，如今已经发展成为广告领域里面重要的表现手段。本文以以影视创意为主的创意广告为研究对象，整理出创意广告的场景设计特点，并且分析重点包括创意广告本身的风格、表现形式、时间、光影、色彩的运用，也包括媒介宣传和市场效果，是一种综合性的分析。
第二章分析创意广告中场景的设计。主要包括对创意广告场景设计的作用和功能研究、对场景设计带来的氛围营造的研究和场景设计中空间陈设的特点研究和场景设计中运镜的设计研究。本章节针对创意广告中的场景设计，从总体上场景设计的作用与功能给出答案，然后分析氛围的营造、空间的陈设以及运镜的设计在场景设计中起到了怎样的局部作用，最后如何在一个创意广告中呈现了完整的场景设计。对这些相关问题的研究，希望能够将场景设计的一系列构成因素得以展开，为今后创意广告的场景设计提出有效的实践理论。 [资料来源：http://www.doc163.com]
第三章总结广告的应用特点。分析在进行创意广告的场景设计时使用的软件以及艺术风格在场景设计中的体现。特别是艺术风格的体现，笔者选择了区域差异和国际流行风格两种最经常被使用的艺术风格进行论述，探讨如今广告制作者在风格设计中的特点。
第四章给出笔者在实习过程中参与创作的广告案例。在实际的作品中分析创意广告中的场景设计特点。
广告是商业与艺术的结合，而广告的场景设计决定了一个广告的基本调性，通过对广告场景设计的研究，期望丰富广告场景设计领域的理论研究，为今后创意广告的场景设计提出有效的实践理论。
关键词：广告，创意广告，场景设计

ABSTRACT
Modern advertising is commercial and art on comprehensive, good advertising works must pay equal attention to both, partial one. Advertising is not only a kind of image art, his pursuit is not the aesthetics and touched which are unrelated to the utilitarian, it also must achieve business purpose, so  the process of design are related to the utilitarian aesthetic and show the value and charm of advertising, the scenario design play a important part.              This article will first discuss the ideas ads, and compares to plane advertisement, film product placement and so on, analyze the main characteristics of  ideas ads, then analysis field meter design method, supplemented by artistic style, practical technology, etc..All of these discuss the key point of advertising deeply rooted in the hearts of the people. [资料来源：Doc163.com]
  The first chapter first analysis the status of the ideas ads about its contribution to the society and artistic value. This ideas ads as a high comprehensive commercial work, if the media vehicles for vein combing the development of it, the print media, television media and network media experience three times of development, in different historical stages, ideas ads combined with the era of popular media,the width and breadth of spread is gradually mature, now it have developed into important means of the performance of the advertising. This article makes mainly the film and television animation creative ads as the research object, sort out the characteristics of creative advertising scenario design, and analyze the emphasis including how ideas advertising to use itself style, form, time, the use of light and shadow,color, also include the effect of media publicity and marketing, is a kind of comprehensive analysis.                      

The second chapter analysis ideas scene in the advertising design. Mainly includes the research on the role and function of ideas advertising scene design, scene design, the ambience of research and display of the scene in the design of space and the scene in the design of lens design research. This section, according to the theory of ideas ads scene design, the overall scenario design gives the answer, the role and the function of and then analyses the construction of the atmosphere, the display of space and the design of the lens in the design of the scene have played an important role of local, finally in an ideas ads present a complete scene design. The study of these issues, hopes to design a series of factors to expand, for the future design of the scene of the creative advertising offer effective theory of practice.    
The third chapter summarizes the application characteristics of advertising. Analysis when making ideas ads scenario design software as well as the reflection of artistic style in the design of the scene. Especially the embodiment of the artistic style, the author chose the regional difference and international pop style artistic style of the two most frequently use, this paper discusses now advertising creators in the style of the design features.                                           The fourth chapter gives the author participating in the creation of advertising in the process of internship. In the actual work analysis scenario design characteristics of  ideas ads.         Advertising is the combination of business and art, and ads scenario design determines a basic tone, through the study of advertising scenario design, expect to rich theoretical research in the field of advertising scenario design, put forward the effective practice theory for the future design of creative ads. [资料来源：http://doc163.com]

KEY WORDS: Advertisement, initiative advertisement, Scene design

目录
摘要    1
ABSTRACT    2
目录    4
第一章  引言    5
1.1    现况    6
1.2    研究动机与目的    6
1.3    研究架构    7
1.4    研究流程    7
1.5    文献综述    7
第二章 动画广告场景设计    8
２.1 作用和功能    8
2.1.1场景设计中的色彩    8
2.1.2场景设计中的光线    9
2.1.3广告场景设计中的造型设计    11
２.2 氛围营造    12
2.2.1色调对氛围营造的作用    12
2.2.2配乐在氛围营造的作用    13
２.3 空间陈设    14
２.4 运镜与设计    15
第三章  广告的应用特点    17 [资料来源：Doc163.com]
3.1软件应用    17
3.2艺术风格    18
3.2.1 区域差异    18
3.2.2 国际风格    20
第四章 实作案例    20
第五章  结论及展望    23
参考文献    25

[来源：http://Doc163.com]