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题名 蜕变与坚守:微电影广告审美研究
姓名 李明宵
院系 新闻与传播学院
专业 新闻与传播
学位名称 文学硕士
外文题名 Metamorphosis and persistence: aesthetic study of micro film advertising
第一导师姓名 樊亚平
关键词 微电影广告;广告审美;新媒体
外文关键词 Micro film advertising;Advertising aesthetic;The new media
学科 文学
摘要 作为互联网时代的新型广告形式,微电影广告吸取商业广告和传统电影的精华,包含着深刻的审美内涵。微电影广告的艺术性毋庸置疑,但从美学角度来探讨微电影广告的研究屈指可数。本文以文献研究和文本分析为研究方式,不仅对微电影广告的发展现状进行了梳理,也深入探究了其美学构成、美学内涵和意义,对制造审美认同、美化网络环境以及指导消费具有重要的推动作用。随着微电影广告的发展,它的表现风格、创意思维、表现类型都呈现出艺术化、审美化的发展趋势,带着传统广告和电影的躯壳不断蜕变,转向品牌叙事、转向日常生活、转向体验互动,形成其独特的审美意蕴。
外文摘要 As a new media consumption era and a new type of advertising forms, in the context of micro film advertising combines the basic attributes of commercials and film art, containing profound aesthetic connotation.No doubt, the artistic quality of micro film advertising, but with aesthetic Angle to discuss the micro film advertising,are numbered.Based on the analysis of literature research and text study way, not only on the current situation of the development of micro film advertising, but also delves into the aesthetic form, aesthetic connotation and significance of aesthetic identity of manufacturing, beautify the network environment, and guide the consumer plays an important role.With the development of the micro film advertising, its performance style, creative thinking,with traditional advertising and films transformed bodies, to brand interactive narrative, steering, steering daily life experience, formed its unique aesthetic implication.
研究领域 新媒体、广告美学
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