| Summary: | 碩士 === 佛光大學 === 藝術學研究所 === 99 === Abstract
In today's society, mass media is an important way to exchange of information through the Internet, television and computer, in addition, quickly and effectively spread the message around the world. Brought about by the general stimulation of the print media, the public seems to have been insufficient to be satisfied, so the mass of the full use of sound and light technology is the inevitable. The current government propaganda, corporate image building institutions, charity appeal, makes the marketing of goods often produce from the film, television, Internet, cinema and broadcast media in public places to the publicity, and gives the message to the public to make people accept the identity of the message conveyed by or to purchase products. Therefore, each film must be responsible for a task, which is to convey the important and specific information, or the needs to sell a commodity, thus this type of film I call "commercial short film." This is different than a general film only by the expression of the story and the movie theme; such like movie, theater drama, television drama, etc.
"Commercial short film’s”, including advertising films, documentary clips, propaganda films, profile clips and music videos, coverage is quite extensive, this article uses the most vulnerable areas to your daily access and discusses its production art. First, discussed the concept of creative advertising films, in addition to considering the purpose of marketing goods and take into account the artistic level in advance, which is formed from the creative concept to the implementation of the concept by the creative team, and then to propose the art and skills to clients. Second, described the advertisement of the art of film "pre-production assignments", including the selection of production companies and directors, valuation and negotiation, and preparation of production meetings. Third, discussed ad filming art Fourth, presented the advertising of film "post-production" discussion, including clip art, computer animation and special effects, production art, and music recording. Finally, the conclusions of the most artistic creativity for the new ads to video, advertising video production technology and equipment, advertising, video production arts, the future prospects and so on, and provided the forward-looking view.
"Advertising film" has influence on national cultural qualities, but to the present business community ecology, I think that the Taiwan government and business-related businesses need to give more attention in consider the cultural dimensions of art and reminders.
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