Research On The Stop Motion Animation In Flim And Television Advertisement

With the rapid development of digital and network era,consumption concept and the rapid upgrading of consumption patterns,great changes have taken place in the advertising industry in China.Compared with the past,the updating speed of product continues to accelerate as well as the corresponding advertising and marketing communication.Under the background of the fast food culture,it is required for us find innovative forms of advertising and expression methods to so as to attract consumers effectively and guide them to purchase products.People who were born in 1980 s and 1990 s has become the majority of consumers.The movie and television advertisements foucusing on this group should not only have the marketing function,but also have the expressions of art and culture.Only in this way can we meet the high-quality consumer experience for consumers in the 21 th century.Stop motion animation,a special animation form,has a history of more than hundred years.Influenced by CG digital technology today,stop motion animation has become more and more popular with the public with its own unique artistic charm.Film and television advertising and communication tools expressed in stop motion animation attract the attention of many consumers with its own unique artistic charm and entertainment,which is instructive to the consumer groups,the enterprise,product and personal effective spreading and appeal.Stop motion animation advertising has its own unique charm,but research in our country film and television stop-motion theory is relatively weak in advertising.The purpose of this paper is to clarify the basic theory of stop motion animation and film and television advertising knowledge,understand its own unique artistic quality from the perspective of aesthetic psychology,go on a deep discussion on the purposes of animation television advertising and marketing.This paper is divided into four parts,the first part is the theoretical framework of the paper,systematically expounded the research background,significance and so on;The second part is to introduce the film and television stop-motion unique artistic charm and aesthetic function,that is to effectively model vivid personalization and aesthetic brand image,etc.;The third part,it through the aesthetic psychology and advertising research methods,comparative analysis of Chinese and foreign film and television stop motion animation advertising case,aim to find out the advantages and disadvantages of China’s film and television stop-motion ads and the differences between foreign outstanding stop-motion advertising and our film and television stop-motion in aspects as creativity,filming,the use of emotion.In the fourth part,the author puts forward the solutions and suggestions according to the shortcomings of video stop motion animation advertising development in our country with the hope that it may provide a theoretical reference to the present development of film and television stop-motion advertising.