漫谈色彩在电视广告中的应用

The Application of Color on TV Advertisement

由于电视广告受时间等因素的制约,主题必须单纯、集中、突出,这决定其艺术形式必须简洁明快。在电视广告的色彩上与观众达到共鸣是其最直接最有效的方法。从审美角度并结合具体案例分析,色彩在电视广告中的成功运用,应注重合理选择主色调,巧用对比色,追求创新,同时也应注意尊重民族习惯和突出情感等因素。

As the TV advertisement is constrained by such factors as time, etc. , the subject must be simple, unique and focused on. Thus, it takes a simple and forthright art form to express its theme. Arousing sympathy with the audience is the most direct and effective way in TV ad. From the aesthetic point of view and analysis of specific cases, the successful TV ad should pay attention to the main colors, color contrast, the pursuit of innovation, national customs and other emotional factors.