浅析对比手法在动画广告角色表演中的应用摘 要随着社会主义市场经济的迅速发展，各个品牌和企业在宣传上的竞争都更加激烈。而随着科技的进步，以网络、微电影等为媒介大众传媒方式也越来越多。在诸多广告的宣传手段中，以动画为载体的广告制作手法因为其简单直接的优势而受到了许多商家和企业的青睐。在动画广告的拍摄手法中，有夸张、对比、反转、渲染铺垫等多种角色表演方法。本文以对比手法在动画广告角色表演中的应用为主要研究方向，在认真分析和整理了国内外研究现状的基础上，深入剖析了国内外动画广告中角色对比手法的应用与发展，继而以日本动画广告《麦当劳招聘》为例，分析了对比手法的实际效果。在对比手法在动画广告角色表演中的运用，本文先从角色表情和表演的夸张上分析了动画广告角色表演的特点，继而从情绪变化的塑造、内心活动的发生、情节反差的对比三个方面研究了对比手法在动画角色表演上的作用。最后，本文又以《纯杺纯意》为例，研究了对比手法在角色表演中的设计实践，并为对比手法在动画广告角色表演中的应用提出了思索与展望，以期填补我国在动画广告制作方面的空缺，弥补我国与西方发达国家的技术差距，为我国动画制作和视觉传达设计的研究提供文献资料和理论参考。关键词：动画广告；角色塑造；对比手法AbstractWith the rapid development of the socialist market economy, the competition of various brands and enterprises in propaganda is more intense. With the progress of science and technology, more and more mass media modes have been adopted, such as internet, micro-film and so on. Among many advertising means, animation as the carrier of advertising production has been favored by many businesses and enterprises because of its simple and direct advantages. In the shooting techniques of animation advertisements, there are many ways of performing roles, such as exaggeration, contrast, inversion, rendering and paving. In this paper, the main research direction is the application of contrast in the role performance of animated advertising. On the basis of carefully analyzing and sorting out the current research ...
