Research On The Convergence Application Of Cyber Elements And Film And TV Advertising Creation ——Taking The Brand Concept Film Of “Half Shen” As An Example

With the continuous improvement of economic development level,China is gradually changing from a production-oriented society to a consumption-oriented society.This change makes consumers have an increasing demand for personal stylized designer brands.Nowadays,the rise of the concept of "meta universe" has pushed cyberpunk,a science fiction visual style,to the climax of creation.The conceptual film and television advertising related to cyberpunk has become a powerful brand strategic tool with its vanguard visual presentation and stands out from the traditional film and television advertising.Designer brands should highlight their own personalized characteristics with the help of the design of brand concept films,so as increase the recognition of brand communication,expand the brand audience,and maintain and improve the dependence and re consumption expectation of existing users on the brand.Firstly,through the research and analysis of domestic and foreign literature and materials related to cyber elements and film and television advertising,this topic summarizes three new development trends of film and television advertising:Postmodern visual presentation,non-traditional form expression and personalized audience demand,as well as the combination of film and television advertising art and technology,multi-platform communication New advantages of accurate delivery in the era of big data;Secondly,through the case analysis method,this paper extracts and analyzes the visual art characteristics and cyberpunk elements of cyberpunk style,and comes to the conclusion that the application of cyberpunk elements in film and television advertising has some problems,such as the application of visual elements floating in form,pan cyberpunk aesthetic fatigue and so on;Finally,with the designer brand HALF SHEN as the application and practice object,through in-depth analysis of the brand and audience research,combined with current design trends and popular styles,the design positioning and conception of its brand concept films are carried out.Based on the above theoretical research and practical investigation,the design and practice part of this article is based on the spiritual core of cyberpunk and is inspired by the digital twin technology in the meta-universe concept to construct the framework of the HALF SHEN brand concept film.The use of non-linear narrative and post-modern visual presentation,through the technical means of real-time greenscreen keying and 3D animation post-compositing,emphasizes the artistic expression of film and television advertising.Completed the creation of the HALF SHEN brand concept film and the production of AR trial filters.Finally,I get a creative practice route of how to make designer brand concept films not only meet the brand’s promotion of its own culture and products,strengthen the brand’s communication discernment,but also meet the aesthetic needs of target audiences to obtain a sense of identity.Finally,it summarizes the research content and results of this subject and looks forward to the future application and development of cyber elements in film and television advertising.