摘要
“节奏”一词运用于各个艺术领域,而“节奏”对于影视广告来说,是创作中的重要问题,它不同于文学艺术中的节奏那样隐蔽,也不同于音乐舞蹈节奏那样直观,影视广告节奏与很多很复杂构成因素相关联,研究影视广告节奏控制对影视广告制作具有实际意义。本文主要从叙事节奏、情节节奏和造型节奏三个方面论述中国日化产品影视广告的内部节奏控制,文中采用较直观的理论与案例分析,以期为中国日化产品影视广告的内部节奏把控提供参考价值。
The term“rhythm”is used in various art fields,which is an important issue in the creation of film and television advertising.It is not only different from the hidden rhythm in literature and art,and also different from the intuitive rhythm of music and dance.It is associated with many complex components whose research has practical significance for film and television advertising production.The paper mainly discusses the internal rhythm control of film and television advertising of Chinese daily chemical products from three aspects:narrative rhythm,plot rhythm and modeling rhythm.Some intuitive theories and case analysis are used in the paper which aims to provide reference for the internal rhythm control of film and television advertisements of Chinese daily chemical products.
作者
漆家伟
Qi Jiawei(Sichuan Technology and Business University,ChengDu 611745 China)
出处
《四川工商学院学术新视野》
2022年第3期86-89,93,共5页
Academic New Vision of Sichuan Technology and Business University
关键词
日化产品
影视广告
内部节奏
把控元素
Daily chemical products
Film and television advertising
Internal rhythm
Control elements
