论影视广告中的意境

Discussion on Yijing of Film and Television Advertising

意境是中国传统美学的核心范畴,影视广告艺术的意境在真实的基础上,用典型的艺术形象表现出具有时效性的艺术情趣、艺术气氛,并触发受众功利性的审美体验。完善影视广告的意境,要在情景交融的艺术构思的基础上,运用虚实相生的视听语言。优秀的影视广告作品将商业目的与艺术精神统一在一起,实现了影视广告价值的最大化。

Yijing is the core of traditional Chinese aesthetics. Film and television advertising's mode is based on truth. It used to the typical image of the goals to performance art taste and atmosphere. It has a time effect and it touches the audience and causes utilitarian aesthetic experience. Perfect film and television advertising's mode can utilize virtual and real integration of audio-visual language on the basis of arts feelings and ideas on the scene together. The commercial and artistic unity of the excellent film and television advertisements realizes the maximum of the value of their own.