试论新时期黏土动画广告的特性

On the Characteristics of Clay Animation Advertisements in the New Period

在信息冗杂无序的当代社会,在激烈的市场竞争下,广告这一最主要的推广商品与吸引消费者注意力的市场营销手段,占据商品最为主要的推广费用。黏土动画因其兼具实拍广告的可信度和动画艺术表现力的特点,被应用到许多广告的制作中。从拍摄手法的多样性、技术的创新性、广告思路创意性、品牌形象独创性这四个方面,分析新时期黏土动画广告的特性。

As the primary marketing means,advertising is at the front of delivering the proper message to customers and prospective customers,while it costs a fortune. Among the different types of advertising,clay animation,with the reliability of real shot and the artistic expression of animation picture,is widely used in advertisements.Based on real cases,this paper analyzes the characteristics of clay animation advertisements in the new period from four aspects： the diversity of shooting techniques,the innovation of filmmaking technology,the creativity of ads ideas,and the originality of brand image.