Application Research On Art Form Of Television Advertisement

Television advertisement is not only the most common way of mass communication, but also closely related to people's daily life. It stems from our daily life and serves it. This thesis is written based on the background of the inundated television advertisement in modern society. At present all kinds of advertisements are flooding television programs. Some are touching; some provide food for thought; some make the audience laugh; some make the audience bored. The elements, which decide the quality of a television advertisement, are not only related to originality, but also related to the art form and the use of the advertisement symbols.The author analyzes the type, the form of expression, the audiovisual language, forming elements, and the factor influencing art form of television advertisement. The author also gives many examples to generalize the character of television advertisement. In this thesis, the author not only analyzes the artistic aspects of television advertisement, but also emphasizes the art form of animation making in post-production, for the author hopes that the research can get closed to the practical artistic direction.Among three forms of expression in post-production, our country first use movie & TV shoot to make advertisement. So there are a lot of professional personnel who have offered their own views on shooting advertisement. Furthermore, theoretical research work substantially supports the performance related to image spokesmen, shooting apparatus, or shooting procedures and characteristics. But materials involved with animation art forms of television advertisement are very rare. So the author uses some advertisement cases to analyze in an effort to present marked features and advantages of the integration of the two-dimensional and fictitious three-dimensional animation art forms with the television advertisement, as well as its value in television advertisement. The author hopes that these summaries can give contribution to the field of television advertisement.