| TV advertising is a visual art which transfers economic information.It is selfevident that it has a clear relationship with the economic and commercial levels.TV advertising is a medium of television,and it forms a powerful impact through visual graphic language-image.It affects and changes the living way and life concept of the audience.Moreover,with the promotion of electronic media,the aesthetic characteristics of advertising images are also highlighted.The research results in the related fields of this paper have found that most of the research results published in the academic circles are based on the principles,strategies,application,influence and effect of television advertising creativity,but the research achievements on the aesthetic characteristics of television and television are lagging behind.See you more.This thesis begins with the research on the artistic issues of visual image of TV advertising,and focuses on the definition of TV advertising and the artistic problems.The visual image of TV advertisement is a special art form.The artistic character of the advertisement is embodied in the originality of the artistic conception,as well as in the use of various artistic techniques.On the artistic meaning of visual image of TV advertising,psychology thinks that visual image is the most important factor to arouse people's emotional fluctuation;from the aesthetic perspective,TV advertising is the best of TV,it fully realizes the potential of TV;from the angle of media,the image is a surreal mirror world.Image is considered to be the common language symbol of all mankind on earth,and it makes up for some deficiencies in the dissemination of information.The visual image of TV commercials is not only subtle but also has the characteristics of symbol recognition.The artistic function of visual images in TV advertisements lies in advocating positive belief in life and disseminating correct social concepts.The artistic modeling function of the image has promoted the original propaganda for commercial purposes to an artistic height.Creativity is the soul of TV advertising.The principle of creative expression should be unique.On the creative means of expression,we should not only attach importance to nationality but also humanization.The purpose is to narrow the distance with consumers and create a sense of intimacy.It is also necessary to use media events to create ideas,because media events will bring together the voices of the collective,which can arouse people's loyalty to society and its legitimate authority.In the chapter of the construction of the art expression means of TV advertising images,the purpose and function of the storytelling of the advertising plot is pointed out.In the design of television advertising,it is also essential to use some rhetorical devices flexibly and ingeniously,such as exaggeration,humour,montage of time and space charm,and the use of intertextuality in TV advertising.The effects of digital stunts on TV advertisements and so on.In addition,the criteria for inviting celebrities to be spokesmen for image are also discussed.All of these will serve the TV advertising images to move and attract audiences in a short time.This paper selects the text of the most influential and accurate American annual "super bowl" in the world as an example of the construction of the art of TV advertising images,and the automobile ads pushed by the super bowl,whether on the image or the dynamic shooting,or the light.The use of the film can be said to be comparable to the Hollywood film works of art,such as the use of the western United States as the background of the Hollywood film visual images to publicize the business philosophy of the car enterprises.The automobile advertisement on the super bowl,regardless of the details,the creativity and the artistic form,and the technique of shooting,has been carefully weighed and deliberated.It is worth appreciating and aesthetic from the angle of art.In the context of the age of visual culture,the many charm of visual image represented by advertising art not only makes the audience feel the pleasure and pleasure of visual aesthetic,but also greatly enriches and beautifies the human cultural life.However,TV advertising uses image spokesmen to ingeniously hide their marketing purposes;there are virtual images in advertising,virtual and realistic intertwined,blurring the goods themselves,the boundaries of television commodity images,and ignoring the goods themselves in the unconsciousness.Due to the mass production of TV advertisements,the image is overrun and the visual effect of "vulgar" is pursued.In the final analysis,the visual artistic creativity of the advertisement is not an excessive attraction to the vision.Similarly,the molding and transmission of the image(visual image)does not mean that the consumer is regarded as a "captive",because these are not the inevitable images of the advertising art in the context of the visual cultural era.The scene. |
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