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文章首先对广告影视化的倾向进行了展示,接着概述了长镜头理论的美学特征,并从产品展现、叙事方法与风格节奏等几个层面对影视广告中蒙太奇手法与长镜头手法进行对比,展现出长镜头元素在影视广告中的应用优势。最后对影视广告中长镜头的类别、应用限制、美学特征一一进行了分析,这对于当代影视广告的创作者来说具有一定的理论指导意义。
First of all, the article shows the tendency of TV commercialization, then summarizes the aesthetic characteristics of the long shot theory, and compares the montage technique and the long shot technique from several aspects such as product display, narrative method and style rhythm to show Long shot elements in the application of video advertising advantages. Finally, it analyzes the types of long shots, the limitations of application and the aesthetic features in the film and television advertisements. This is of theoretical significance for the creators of contemporary film and television advertisements.