A Discussion On The Humanized Design Of The Commercial Film

Along with several matches such as the German World Cup, "Supper Girls" and so on, the market of the commercial film has been more and more competitive and intensive. The Beijing Olympic Game in 2008 will not only offer a high level platform for the commercial film, but also provide huge chances and challenges at the same time. These lead to the creation of this paper. Therefore, in order to gain a long-lasting development, the commercial film needs to focus much on both foresight of global strategy and the essence of humanity.Humanity is a general property of humans, which is derived from the social development in a long time, rather than from the very beginning. It is a unification of natural and social property. The natural property is the beginning state of humanity, having the evil and historical origin, and needs reasonable restrictions, whereas the social property is continually developing depending on the deepness and extent of the society. It is the historicity and infinity of the humanity that determines adjustable plans and endless developments. The design of humanization, guided by the development of humanity overall, continually satisfies the ever-growing material and spirit needs, which also reflects on the harmony and variety of humans in the society. Since it accelerates the process of the commercial film, and provides a stably academic basement for realizing the globalization, the design of humanization plays a significant role in the commercial film.The paper provides that the humanity design is the necessity of the commercial film, and emphasizes much on the distinctive effect and status of humanity design in the commercial film through the horizontal and vertical analysis of the features of the humanity design, including the analysis of the formal element, creative ingredient and the media environment, the specification in rationality, sensibility and culture, and ultimately expects the advertisers to pay more attention on the humanity design, and offers some useful experience for the development of the commercial film.