Study On The Elements Of Nonverbal Communication Between Chinese And Foreign Animated Advertisements

In the visual communication era,the entertaining,exaggeration,hypothetical of animated advertisements,utilizing animation technology brings dynamic visual expression and rich appeal of context,more and more highlights its influence in the advertising information dissemination process.But the domestic and foreign research animated advertisements studies concentrate on the verbal information,ignoring the analysis of nonverbal communication information.While in advertising information dissemination process,nonverbal communication information can not only cooperate with verbal information,so that accurately,effectively and vividly convey information,but also conducive to advertising in the emotional transmission and atmosphere.But the domestic research on nonverbal communication in advertising is deficient,therefore,it is necessary for the animated advertisements of nonverbal communication are discussed.This research adopts content analysis method,selects 300 representative domestic and foreign animated advertisements as the research object,from the advertisement basic information,audio-visual nonverbal communication factors,descriptive statistical analysis of nonverbal communication elements of animated advertisements in the three aspects of product categories and the various elements of the cross analysis.To obtain the research results of the following three aspects:first,proposes the basic framework of the Chinese and foreign animated advertisements in the area of nonverbal communication,advertising communication features and status of speech are summarized;second,the animated advertisements elements of visual nonverbal communication of five elements(including image,color,composition,style,technology),the three acoustical elements(including sound effects,background music,paralanguage),other related two factors(including advertising style and cultural values);three,through the comparison of Chinese and foreign animated advertisements of nonverbal communication,analyzes the characteristics and existing problems of Chinese and foreign animated advertisements,and provides some corresponding suggestions.This Research aims to enrich the nonverbal communication theory research,and through the comparative analysis of foreign animated advertisements,provide a useful reference for the development of domestic animated advertisement in the practice process of advertising.