影视广告的影像形式与风格对创意的回应

The Responses of Image Form and Style of Video-film Advertising to Originality

本文主要探讨影视广告的影像形式和风格与创意之间的关系:创意决定一切——我们必须首先找到一个简洁、准确、有力的创意,然后再思考怎样才能让这个创意获得最佳的执行效果,在此基础上影片的风格样式得以形成。所有技术和表现方式的运用都必须围绕创意展开,创意决定执行,影像形式与风格的选择都是为传达创意服务的。

This paper mainly discusses the relationship between the image form and style and the originality of video -film advertising. Originality determines everything -firstly we need to find a sententious, exact and powerful originality, and then think about how to attain the best effect of performance, on which the style of the film is founded. All the use of technology and method of exhibition shall be developed around the originality. Originality determines performance and the choice of image form and style is served for expressing the originality.