毕业论文设计《MTV广告的成功因素分析》.docVIP

MTV广告的成功因素分析 摘 要 伴随着市场经济的发展，音乐电视（MTV）除了传播音乐作品的娱乐功能之外，逐步发展成为一种新型的企业广告平台。以康美药业的企业形象宣传片——《康美之恋》为代表，一大批企业的MTV式广告宣传收到了良好的社会效果。这些MTV广告以人文化的视觉元素、独立化的听觉元素和本土化的文化元素构建视听语言，削弱了广告中理性诉求的地位，并以清新的画面、优雅的风格加大了情感诉求的比重。MTV广告注重人文化的视觉元素设计，强调以人为本，其中的听觉元素较之一般的广告音乐更具独立传播的特点，其文化元素的设计中本土化的中国元素占了相当大的比例；这些对分析此类广告的传播效果、探求MTV广告的成功经验及提供给当代视听媒介商业广告借鉴等方面均有重要意义。 关键词：音乐电视；MTV广告；视听语言；文化元素 Analysis of Successful factors in the MTV ads Abstract Along with the development of market economy, Music Television (MTV) gradually developed into a new corporate advertising platform besides the entertainment feature in spreading music works. The U.S. pharmaceutical corporate image videos - Love of Sport, represented by the large number of enterprises, show that MTV-style advertising has received a good social effect. These MTV ads build audio-visual language based on the visual elements of human culture, the independent auditory elements and the localization of the cultural elements, weakening the position of rational appeals in advertising, and increase the proportion of the emotional appeal with the help of fresh picture and elegant style. MTV ads focus on the visual design elements of human culture, emphasize the importance of people-oriented, of which the hearing elements are more independent in propagation compared with the general features of the advertising music, and of which the localization elements in the design of its cultural elements accounted for a large proportion; These are all significant in analyzing such advertising effect, exploring the successful experience of the MTV ads and providing for reference to the contemporary audiovisual media commercials. Key Words：Music television; MTV ads; Visual language; Cultural elements 目 录 引言 1 一、人文化的视觉元素 1 （一）色彩与光线的人文化 2 （二）构图与景别的人文化 4 二、独立化的听觉元素 5 （一）歌词的独立性 6 （二）旋律的独立性 7 三、本土文化元素的运用 9 （一）本土化的人物造型 10 （二）本土化的民俗元素 11 结语 13 参考文献 14 致谢 15  引 言 MTV是英文“Music Television”的缩写，即音乐电视，起源于欧美。1981年，美国有线电视网开办了名为MTV的新栏目，该栏目“用最好的歌曲（通常是摇滚歌曲和流行歌曲）配以最精美的画面，使原本只属于听觉艺术的歌曲，