Audio-visual Expression Design And Its Application In TIS Based On Information Communication

With the development of computer technology, human have entered information society and brand identity has extended from stable paper-media to mobile multimedia. The language scope that new media tends to use also has extended from two-dimension to four-dimension, which made the influence on human sense extended from single visional experience to multi-sense one. Mobile pictures has kept strengthening itself by its own characters as well as inheriting and absorbing the language used by traditional media. TV brand identity takes advanced visional language mostly for the reason of tough competition and global real-time communication. It should be of guide value for the research on other brand's vision language by taking TV brand identity vision language as a start.For the present study on television identity system (TIS), we have had macroscope theory from communication and markting and microscope one on technology from audio-visual expression; but lack of medium study between these two. By using methods of semiology, this article tries to research how to encode TIS information by audio-visual language; hopes that it's possible to find a way to integrate these two studies together and let brand concept can be implemented better and audio-visual expression effected better.TV identity identifies a channel, which is an important way to build TV image. As an essential part in channel integrate packing, channel ID is meant to reach communication between channel and audiences; and express channel's position, request, style and belief directly. Its simple helps audiences to classify which channel they are watching definitely in a short time and pass its individuality, character and contents as well. Take information communication in TV identity as an object to research the system frame, design methods and principles of visual and audio language in TV identity will reduce the try-wrong cost caused by randomness of design; and mean a lot to push the theoretical improvement on mobile picture identity of design and art.TV identity involves a lot, which has surpassed the scope of traditional design. And of course, academy field has done much indepth research on it. This article does not focus on the earlier scheme in TV identity, but on how to use visual and audio language to design TV identity and things related to it.