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随着数字化时代的来临,媒体技术的发展,广告传播方式和种类都发生了重大变化。大量的广告信息使人们产生了视觉疲劳,多种因素的影响下,更富创意的动画广告越来越受到人们关注和喜爱。本文将理论与优秀案例相结合,阐明数字化时代动画广告创意的特征,从主题定位、创作思维、表现手法、镜头语言、风格特点五个方面探讨动画广告创意表现,使动画形式与广告诉求达到完美统一,更加吸引受众,从而更加完美的传达广告信息。
With the advent of the digital age, the development of media technology, major changes have taken place in the ways and types of advertising. A large number of advertising information to make people have a visual fatigue, under the influence of many factors, more creative animation advertising more and more people’s attention and love. This article combines the theory with excellent cases to clarify the characteristics of creative advertising in the digital age. It explores the creative expression of animated advertisements from the five aspects of theme positioning, creative thinking, expression style, lens language and style, so as to achieve the perfect animation form and advertisement appeal Unified, more attractive to the audience, so as to better convey the advertisement information.