第二节 卡通广告的镜头语言(国外英文资料).docVIP

第二节 卡通广告的镜头语言(国外英文资料) When we talk about movies and television, a word we often hear is called narrative. Just as the writers pick up a pen and write down the first word of the script, or the director picks up the receiver and shouts action, they start a story. To describe, you need to use language. In film and television, the narrative USES a special language called picture language or lens language. Film artists have been aware of the language of the film for more than 50 years. French film theorist Andre barzan wrote in 1946: To make a film today is to tell a story in a clear and transparent language... The modern directors style is the result of an entirely controlled performance like a fountain pen. Audio-visual language, first in the movie, the mature form of the second mature forms appear in contact films have great and in the modern society of the ubiquitous TV. Television language in the early days of draw lessons from the film of the concepts and skills, but has been increasingly along with the nature of its own identity and a wider range of in-depth peoples lives, and constantly create a new form of audio-visual language. In the case of television advertising, todays advertising is vastly different from that of traditional advertising. More than a decade ago, the ads we saw were yucky, the advantages of straighting their own products and cajoling consumers to buy. Todays television commercials, with little use of explicit advocacy and persuasion, are more about creating an experience, or creating a situation. Film director and advertising director, they are in essence the narrative, is simply narrative purpose is different, so the working process and the length of the work is different. But the parts that make up the work are essentially the same or similar, which is the lens language that we mentioned earlier. This section will cover some of the concepts in the lens language. 1, location, position and amplitude Before we start, we need to understand the