The Application Research Of Digital Special Effects In The Creation Of Commercial Film And Television Advertisements

Digital special effects technology as we called the special visual effects.In the past,lots of screens can’t be obtained through direct shooting,but the computer could achieve some special visual effects.With the development of the film and television industry and the rapid development of various types of electronic products,digital special effects technology has become an indispensable element in all kinds of film and television industry,some like a kind of audio-visual language.In the traditional commercial advertising,the shooting as a focus,many good ideas can’t be achieved due to technology or being discarded for a certain risk while shooting.As the technology continues to evolve,digital special effects technology plays a more and more obvious role in commercial advertising,and its application is also worthy of study.Based on the application of digital special effects in commercial advertisement and the frontier technology,this paper will study how to apply digital special effects technology to small-cost commercial advertisement,thereby enhancing the ornamental and artistic of the commercial advertising,providing a new idea or solutions for advertising and the director.The first chapter,introduction;the second chapter describes an analysis of function and status of some of applications in advertising which used the digital effects;the third chapter describes some specific applications of the digital effects in commercial advertising;the fourth chapter takes a commercial advertising " Dream Lily" as an example,describes the specific application of digital special effects technology,and pointed out some problems and solutions in the creation of advertisement;the fifth chapter describes some problems and solutions of applications of the digital effects in advertising,proposes some recommendations about the training of digital special effects technician;and carries on the summary and prospect.This paper mainly uses four research methods,namely,literature research,observational research,case study,creative practice research.The literature research mainly collects the domestic and foreign books about the digital special effect,as well as the periodical magazines and so on;the observational research consciously observes and analyses the production of commercial advertising in the process of digital technology and put it as a target,for example: "NIKE,Shanghai does notbelieve the limit","Fig MV " and " Xizhilang " and so on;the case study selects parts of the representative commercial advertisement of digital commercial effects in the process of the project making to research and analysis,and summarize its advantages,and think about how to use its advantages in low-cost commercial advertising,and fully enhance the ornamental and artistic of the low-cost commercial advertising.This thesis has two innovations.One is that studied a large number of applications of digital special effects technology in domestic and international commercial advertising,summarized and analyzed it,and applied its core technology to my own project practice.The second aspect is that taking a comprehensive understanding of students and small studio practitioners,and being free to use the digital special effects technology in the commercial production process and servicing the advertising creativity.