【摘要】：隨著網(wǎng)絡(luò)不斷對(duì)日常生活的融入,圖像現(xiàn)在已經(jīng)成為生活不可忽缺一部分了。由于圖像的豐富,文字廣告的市場變得越來越小。當(dāng)圖像帶給人們的樂趣后,面對(duì)單一的文字廣告,人們對(duì)文字廣告的理解與耐心有了很大的欠缺。這時(shí),植入廣告出現(xiàn)了。這種新型的廣告形式不僅提高了廣告內(nèi)容的知名度,而且起到廣而告之的效果,同時(shí)給觀眾也帶來了美的感受。圖像敘事意味著圖像與敘事融合。通過專業(yè)的技術(shù),影視的圖像通過動(dòng)態(tài)的畫面呈現(xiàn)在我們眼前。敘事則是通過文字表達(dá)整個(gè)故事的發(fā)展過程。雖然它們組成部分各異、但他們又緊密相連。盡管有不同的表達(dá)方式,然而表達(dá)的內(nèi)容卻是一樣的。它們展現(xiàn)互相補(bǔ)充的內(nèi)容。隨著圖像與敘事的不斷結(jié)合,它們成為一種新的文化藝術(shù)的展現(xiàn)形式,并成為人們喜聞樂見的一種畫面豐富、內(nèi)容完美的視覺盛宴�；谏厦娴谋尘�,本文從圖像敘事角度分析影視植入廣告的審美呈現(xiàn)。 論文由五個(gè)部分組成,第一章,主要對(duì)選題的背景意義以及研究的方法進(jìn)行闡述。第二章,對(duì)相關(guān)理論進(jìn)行概述,包括相關(guān)研究以及圖像敘事內(nèi)涵與影視植入廣告含義。綜述國內(nèi)外相關(guān)研究發(fā)現(xiàn),從圖像敘事角度分析其審美的并不多見。第三章,討論影視植入廣告的審美及鏡頭布局與銜接的呈現(xiàn),分別探討了道具植入式鏡頭布局與銜接的呈現(xiàn)與道具植入式審美表現(xiàn)；對(duì)白植入式鏡頭布局與銜接的呈現(xiàn)與審美表現(xiàn)；角色植入式鏡頭布局與銜接的呈現(xiàn)與審美表現(xiàn)。第四章,分析審美傳達(dá)及鏡頭布局與銜接的不足與解決方法,首先發(fā)現(xiàn)審美傳達(dá)及鏡頭布局與銜接的不足,影視植入廣告審美的現(xiàn)實(shí)局限與鏡頭的布局銜接間的缺陷；進(jìn)而提出解決影視植入廣告在鏡頭布局與銜接問題的途徑,強(qiáng)化敘事在鏡頭布局銜接方面一致性,廣告的鏡頭布局銜接應(yīng)該與目標(biāo)觀眾一致,精心挑選推廣商品,廣告植入要適可而止,積累與掌握攝影攝像專業(yè)知識(shí)。第五章,給出研究的主要結(jié)論以及對(duì)未來的展望。 本文從圖像敘事角度層面對(duì)影視植入式廣告審美呈現(xiàn)進(jìn)行分析,可以看出國內(nèi)植入式廣告的水平有待提高,把握好影視廣告的鏡頭布局與銜接才能讓植入廣告獲得美感,過分的布置植入廣告的鏡頭,只會(huì)讓受眾反感,不會(huì)起到美的效果。影視植入式廣告的鏡頭布局與銜接還需要進(jìn)一步研究探索,其美學(xué)趨勢還需要不斷創(chuàng)新。
[Abstract]:As the Internet continues to blend into everyday life, images are now an integral part of life. With the abundance of images, the market for text advertising is becoming smaller and smaller. When images bring people the pleasure, people have a great lack of understanding and patience in the face of a single text advertising. At this time, the placement of advertising appeared. This new advertising form not only improves the publicity of advertising content, but also brings the audience a feeling of beauty. Image narration means the fusion of image and narrative. Through professional technology, video images are presented in front of us through dynamic images. Narration is the development of the whole story. Although they have different components, they are closely linked. Although there are different expressions, the content of the expression is the same. They show complementary content. With the unceasing combination of images and narration, they become a new form of cultural and artistic display, and become a kind of visual feast with rich picture and perfect content that people like to see. Based on the above background, this paper analyzes the aesthetic presentation of film and television placement advertising from the perspective of image narration. The thesis consists of five parts. The first chapter mainly expounds the background significance and research methods of the topic. In the second chapter, the related theories are summarized, including related research, image narrative connotation and film placement advertising meaning. From the perspective of image narration, it is rare to analyze its aesthetics from the point of view of image narration. The third chapter discusses the aesthetics of film and television placement advertising and the presentation of lens layout and cohesion. The presentation and aesthetic expression of the arrangement and cohesion of the white implantable lens and the presentation and aesthetic expression of the placement and cohesion of the lens of the role implantation. The fourth chapter analyzes the shortcomings and solutions of aesthetic communication and lens layout and cohesion. Firstly, it finds out the shortcomings of aesthetic communication and lens layout and cohesion, the practical limitation of film and television placement advertising and the defects between the layout and cohesion of the lens. Then it puts forward the way to solve the problem of lens layout and cohesion in film and television placement advertisement, strengthens the consistency of narrative in lens layout cohesion, and the lens layout cohesion of advertisement should be consistent with the target audience, and carefully select and promote commodities. Advertising placement should stop and accumulate and master professional knowledge of photography and photography. In the fifth chapter, the main conclusions and prospects for the future are given. From the angle of image narration, this paper analyzes the aesthetic presentation of film and television implantable advertisement, and can see that the level of domestic implantable advertisement needs to be improved, and only by grasping the lens layout and connection of film and television advertisement can we obtain aesthetic sense of implanted advertisement. Excessive placement of the placement of advertising lens, will only make the audience aversion, will not play a beautiful effect. The lens layout and connection of film and television implantable advertisement need to be further studied and explored, and its aesthetic trend needs to be innovated constantly.
【學(xué)位授予單位】：太原理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：J905;F713.8

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