论文主题：论述影视宣传片的影响学院：文化创意与传播学院专业：多媒体影像
班级：151
姓名：章亦铮
摘要
何一任门科学的产生、进步和革新，都赖于对它的研究对象、体系和意义的正确认识与深刻理解。而我们每个人对于影视媒体对于传播都有自己的独到见解和观念。而在我看来，影视宣传片在当代传播媒介媒体中起到了很大的作用。本文写了关于当代影视宣传片的创作方式和影响，与传播学的联系，在广告传媒上的体现价值，在社会媒介上的作用。
关键词：影视宣传媒体传播广告
Abstract
Any term science generation, progress and innovation, it all depends on the object of study, systems and correct understanding of the meaning and deep understanding.And each of us for the visual media for the dissemination of its own insight.In my opinion, film and television commercials played a significant role in contemporary media media.This article was written about contemporary television commercials creative way and influence, contacts and Communication, reflects the value of the advertising media,the role of media in society.
Key words:mass media propaganda film spread a.d.
Part1.
影视作品正在以一个不可忽视的重要力量日新月异的发展着，而影视片头又是影视作品的给观众的第一印象。任何一个风格独特、富于个性化的影视片头都是画面视觉艺术巧妙结合的典范，它包含着多方面、多视角的综合知识，可能是历史方面的，或者是时尚方面的。新技术的不断出现，强烈的开拓着视觉传达的延伸之一影视片头的创作，为其提供了更强大的物质基础和广阔的创作可能。同时也对影视片头的创作提出了更新更高的要求：一方面，技术的发展为创作者提供了更多的可能性，也迫使设计者不断的挑战影视片头的表现极限，另一方面，也促成了观众审美需求的提高，反过来促进创作上的进步。影视片头的视觉艺术是具有电影特性的美术设计。是一种具有思维空间形态的艺术造型。一个好的电影，电视剧，其片头片尾是非常讲究的，研究影视片头片尾视觉效果的意义在于：1．片头是观众对一部影片的第一印象，片头和片尾相当于一本书的封面和封底。片头的好坏，直接影响到观众对整个影片的观赏效果。2．任何一种艺术，其魅力都在于内容与表现形式的完美与统一。电影片头艺术的创作，同样存在内容与形式的完美统一的创作历程。根据影片不同主题，设计不同的方案，不同的表现形式。3．电影片头字幕的设计，是整个电影艺术的组成部分，而字幕的设计又与影片自身有很大的不同，不可忽视，必须从视觉上加以美观。4．现阶段影视制作飞速发展，各种富有视觉冲击力的效果层出不穷，我国在影视片头片尾创意方面与国外差距比较大。通过比较以促进国内影视片头制作的发展。换一个角度来讲，影视宣传片的片头又与许多广告结合起来，形成了商业与传媒的结合，这是媒体，传播，广告的结合，也是当代影视宣传片发展迅速的一个原因。
Part2.
进入21世纪以来，随着电影、电视制作技术的日益成熟和互联网的逐渐发达，影视文化得到了长足的发展。同时影视文化也日益对人们的生活以及社会的发展产生重要的影响。艺术的重大变革与传播自古以来就是伴随着媒介的改变与革新而产生的，依傍着高科技技术的音频、视频、图片等信息流的传播与发展日益革新。新兴高科技技术媒介下计算机、录像、网络、数字成像技术的发展日益
发展，但与之相对应的媒介理论却发展缓慢，长期处于停滞的状态。因此，影视文化研究，尤其是传播媒介理论的研究就显得尤为重要。
影视文化指通过电影、电视方式进行的文化创造。它具有可视性、传播性、及时性、直观性、广泛性等特征。影视文化通过直观明了的方式对人们生活、思想进行直观的再现。通过反映生活、记录事态、构造人类想象、再现历史等具体内容对生活进行反应，让观众从直观化的视听说中得到真实原始的认识和、感受和思考，并且借助高科技的媒介方式使影视文化成为人们生活的重要部分。文化的媒介经过纸质、音频、视频的发展，现在已经发展成为成熟的先进成果混同并整合发展后的多层次传播媒介。但至今为止，对文化媒介与传播进行的研究仅处于起步阶段。为了更好地统筹理论与实践的同步发展，通过理论的研究促进传播媒介更先进的变革，我们要及时准确的研究理论知识。
Part3.
在高科技传媒技术的支持和推动下，近年来影视文化取得了不菲的发展成绩。影视文化的发展为人们提供了消遣娱乐的更多选择，极大地丰富了人们的文化生活。在新兴文化传媒的带动下，影视文化呈现出的模拟感、新奇感、刺激感是人们有了对生活更直观本真的感悟和思考，使人们能够身临其境的感受影视文化中所烘托变现出的炫幻感觉，也是人们在文艺与现实不同的比较中得到文化的熏陶、对艺术的体悟感知。例如3D电影技术的成熟，使人们能够在立体的空间中感受《阿凡达》中来自另一个星球的立体空灵美，能切身体会式的感知星球大战的科技战争与人类爱情的美丽纯粹。同时也正因为这种新型电影媒介方式的成熟，才能将人类心中神圣的想象与对另一个世界的主观念想转化为具体真实的视频介质，能够让人们感触到《艾丽斯梦游仙境》中如痴如迷的仙境，将人类美丽富有创造的想象化身为真实的可观可看的媒介形式。从这方面来说，在新型媒介的带动下影视文化日益发展，并丰富了人们的文化生活，同时也为人类文明的进步与发展做出了不可磨灭的贡献。但相反，影视文化媒介化也出现了令人担忧的一面。高科技媒介的发展是电影文化人投机取巧，过重的依托高科技而忽略了人的本真，缺失了必要的人文关怀，使电影文化日益成为科技的拼贴而非人类文明和生活的再现。在这种畸形文化创作思想下，影视文化丧失了人文关怀，成为了科技的炫技。
科技时代的到来必将对影视文化媒介的发展带来不可多得的契机和发展机会。因此，随着科技的不断发展和社会的不断进步，文化媒介会日益成熟，并且会促进影视文化的长足发展。一定意义上，信息化社会里以计算机为代表的高科技媒体艺术正逐渐成为这个社会里普泛的艺术样式，以高科技为支点的影视文化必将显示出作为新事物快速发展的咄咄逼人之势，并且会逐渐成为传媒的领军者，带领传媒走向新的辉煌。
Part1
Visual medium is now rapidly developing as an unignorable force, meanwhile the video title is the first impression of the visual medium to the audiences. Any personalized video title with special style is the model of clever combination of screen and visual art, which contains a wide range of knowledge in historical or fashionable aspect. The appearing of new technology firmly advance the creation of video title, one of the spread of visual communications, and make it possible for providing better material basis and more possibility of creation. At the same time, new demand of higher standard of video title is claimed. On the one hand, the development of technology offers more chance for creators and pressurize them to challenge the limit of the performance of video title. On the other hand, it increase the a bility of audiences’ appreciation which also promote the progress on creation in return. The visual art of video title is an artistical design with cinematic trait and thinking space form. In a good movie or a good TV series, the video title and tail leader are extremely cultured. The meaning of researching the visual effects of video title and tail leader can be divided into four parts. Firstly, the video title is the first impression of a film to audiences, the video title and tail leader are just like the cover and back of a book. The quality of video title will influence the viewing experience. Secondly, whatever kind of art, as well as the creation of video title, their charm lies in the perfection and unity of content and form. In terms of different themes, scriptwriters design different schemes and different pattern of manifestation. Thirdly, designing the subtitle of film title is another important part of the whole cinematic art. However, this design is different from the film production, it should be more visually artistic. Fourth, nowadays the speedy development of movie production make the visual effects emerge in endlessly, while China still has a gap with some foreign countries. Chinese movies industry can make progress by comparing the disparity between them. In another angle, combining film title with advertising can be regarded as the assembly of business and medium, which contributes to the development of contemporary movie industry.
Part2
Since we entered into 21st century, the cinematic culture has made considerable progress as the movie production technology becoming mature and the popularization of internet. Meanwhile the cinematic culture also affect people’s life and the development of society deeply. The great revolution and spread of art is accompanied by the changes and revolution of medium from time immemorial as well as development of advanced technology in video, voice, image and other informational carriers. By recording calculating computer, video, internet and digital imaging technology, the newly advanced technology is thriving and prosperous. Nevertheless, so slowly is the corresponding theory basis developing that demands further research on medium study, especially on the communication mediu theory. Cinematic culture means that the creating cultural production in the form of movies and television series, which has the features of visuality, transmissibility, timeliness, intuition and universality. By reflecting to life, recording stories, design imagination and reappearing the history, cinematic culture help audiences to obtain natural feeling and thought from intuitionistic seeing and hearing. Besides, advanced technology and utilized to make cinematic culture a significant part of individuals’ life. Cultural medium is now becoming the combination of mature advanced achievements and stepping into multi-layered position by the process from paper to video and voice. However, the research on cultural medium and communication up to now is at the beginning step. Timely and accurate theoretical knowledge are needed in order to coordinate the theory and practice to develop at the same speed as well as raising the revolution of better communication medium by theoretical studies.
Part3
Under the support and promotion of advanced technology, cinematic culture makes great progress in recent years. The development of cinematic culture offers householders more choices of entertainment, which enriches people’s cultural life. With the encouragement of cultural medium, the sense of simulation, inspiration and stimulation of cinematic culture drives people to think about the reality of life and obtain their own observation. Furthermore, people feel immersive film culture in the sense of change emerged Hyun magic contrast, and get the influence of culture, the understanding of perception of art by comparing art and reality. For instance, the maturity of 3D technology make it possible for people to feel the steric beauty of another planet, the technological stars war and the pure human’s love o f Avatar just like being personally on the sense. In light of the maturity of this kind of newly movie medium, the holy imagination to another world from human heart turns into the specific video, and change the virtual creativeness into visual medium such as the
fairyland in Alice in Wonderland. In this point of view, the inspiration of new medium enriches people’s cultural life and make contribution to the development of civilization. However, some worrying problems occurs in cinematic culture. Some filmmakers weigh too much on the technology rather than the reality of human. The missing of humanistic care increase the tendency of making movie more like the collages of technology rather than reappearing human and life civilization. The works under this abnormal creating atmosphere show more technology than humanistic care.
It is inevitable for the appearing of technology period and also bring valuable chances for the development of cinematic medium. Hence, the cultural medium will be increasingly developed and mature with the development of technology and the progress of society. Specifically, advanced technological art represented by computers is gradually increasingly becoming popular art pattern.
Moreover, the cinematic culture basing on advanced technology must show the prosperity as new rapidly developing objects and gradually lead the way of media to success and thrive.