摘要广告是为了某种特定的需要，通过一定形式的媒体，公开而广泛地向公众传递信息的宣传手段。现在广告的表现形式多种多样，但真正吸引人的不仅是广告的内容，更是意念。广告设计的目的在于告知服务或商品的存在、便利性及特征等要素，使不特定传播对象的情感受到触动及感染，并产生购买行为。广告信息传播途径日新月异，为了设计出传播效果良好的广告与提升广告信息到达率，应拓宽创意设计思维空间，加深设计构思意境深。广告随处可见，已经渗透到人们生活的各个方面，广告实质上是一门艺术，可以引起人们对思想，商品，服务或赞助商本身的关注。大多数广告针对的是群体而不是个人，广告通常通过电视，广播，报纸以及越来越多的互联网等媒体进行投放，但不是纯粹的艺术，它有特殊性，本文从现代广告设计的特点及其与艺术之间的关系出发，探讨了现代广告设计中艺术性的表现价值，指出现代广告设计需要艺术性，但不能超越广告的本质广告主题意念的意象化。关键词：广告;观念;艺术;设计I论文题目：专题片《pocky百奇广告》的设计与制作Designandproductionofthefeaturefilm"PockyBaiqiAdvertisement"Designandproductionofthefeaturefilm"PockyBaiqiAdvertisement"AbstractAdvertisementisameansofpropagandatoconveyinformationtothepublicopenlyandwidelythroughacertainformofmediaforaspecificneed.Nowadays,therearevariousformsofadvertisement,butwhatreallyattractspeopleisnotonlythecontentoftheadvertisement,butalsotheidea.Thepurposeofadvertisingdesignistoinformtheexistence,convenienceandcharacteristicsofservicesorcommodities,etc.,sothattheemotionsofunspecifiedcommunicationobjectsaretouchedandinfected,andthepurchasebehaviorisgenerated.Thechannelsofadvertisinginformationdisseminationarechangingwitheachpassingday.Inordertodesignadvertisementswithgooddisseminationeffectsandincreasethearrivalrateofadvertisinginformation,thespaceforcreativedesignthinkingshouldbebroadenedandthedesignconceptiondeepened.Advertisingcanbeseeneverywhereandhaspenetratedintoallaspectsofpeople'slives.Advertisingisessentiallyanartthatcanarousepeople'sattentiontoideas,products,servicesorsponsorsthemselves.Mostadvertisementsareaimedatgroupsratherthanindividuals.Advertisementsareusuallydeliveredthroughmediasuchastelevision,radio,newspapersandmoreandmoreInternet,butitisnotpureart.Ithasspecialcharacteristics.ThisarticlediscussesthecharacteristicsofmodernadvertisingdesignandStartingfromtherelationshipbetweenitandart,itexploresthevalueofartisticexpressioninmodernadvertisingdesign,andpointsoutthatmodernadvertisingdesignneedsart,butitcannotgobeyondtheimageryoftheessenceofadvertising.IIKeywords:Advertising;Concept;Art;DesignIII目录摘要.......................................................................................IABSTRACT.............................................................................II第1章绪论.........................................................................11.1影视广告的介绍.............................................................................11.2影视广告国内发展现状.................................................................11.3影视广告发展趋势.........................................................................2第2章关键技术介绍...........................................................32.1主要制作软件介绍.........................................................................32.1.1SAI简介及主要功能......................................32.1.2CamtasiaStudio简介及主要功能........................42.1.3Premiere简介及主要功能...............................................
