汽车影视广告设计与制作毕业论文

本科毕业论文（设计）

汽车影视广告设计与制作

院系数学与计算机科学学院

专业计算机科学与技术(数字媒体) 学生班级

姓名

学号

指导教师单位

指导教师姓名

指导教师职称

2012年4月

汽车影视广告设计与制作

摘要

随着视觉文化时代的来临，影视广告在日常生活已不可或缺，成为一种宝贵的资源，是一种向简介而又生动的要紧数字媒介之一，它广泛的应用于各种商业广告、网络视频、视频教学等不同的领域中。针对汽车，现在差不多成为大众化的的商品，汽车市场已成为市场经济的一个重要构成部分。一个汽车公司要想捉住机遇，就必需通过影视广告来激发人们对产品的欲望和感官，从而来呼唤消费者对汽车的一种消费行为。

影视广告能否达到预期商业目的我认为有以下三个环节：广告创意、广告制作、后期处理。广告创意是广告制作过程的核心，好的创意才会给人们留下一深刻的印象，有了印象才会对商家的品牌有所了解，有了了解才会观注，从而进行购买；广告制作是通过3ds Max建模、Photoshop创建并处理图片等软件实现创意的过程，这其

中包括有整个广告的形式、整体的色彩应用；后期处理则是通过After Effects等软件对广告制作的二度创作，使广告创意最终以最具视觉冲击力和震撼力呈现在观众面前。数码技术的应用使其后期制作更高效、更灵活，使影视作品成为一场空前的视觉盛宴。

本设计是基于 3ds Max、Photoshop、After Effects等多媒体软件制作一个有关汽车（以奥迪TT为例）的影视广告。

关键词：汽车影视广告，3ds Max，After Effects

Car television advertising design and production

Computer science and technology (Digital media)

Professional level 2008 tianmaolin

Guiding teacher xiaobao

Abstract

With the coming of the era of visual culture, the film and television advertisement in daily life is vital, become a kind of precious resources, is a brief introduction to the vivid and one of the major digital media, it widely applied in all kinds of commercial advertising, network video, the video teaching in different fields. For automobile, now has become a popular commodity, the car market has already become a market economy important component parts. A car company wants to catch the opportunity, is required to pass through the film and television advertisement to arouse the people to the product and the desire of the senses, and thus to summon consumers on the car a consumer behavior.

The film and television advertisement could achieve expected business purpose I think has the following three aspects: creative advertising, advertising, processed. Advertising creative advertising is the core of the production process, good originality will give people leave a deep impression, had the impression to the businessman will be the brand to understand somewhat, understand will view note, and

buy; Advertising is through the 3 ds Max modeling, Photoshop to create and deal with the pictures software to realize the creative process, including the whole in the form of advertising, integral colour application; Post treatment is through the After effects software such as the two degrees of advertising creation to make creative advertising end in the most powerful visual impact and the audience. The application of digital technology makes the post-production more efficient and more flexible

This design is based on the 3ds Max, Photoshop, After effects, Premiere Pro and other multimedia software make a relevant car (in the audi TT as an example) film and TV ads.

Keywords: Car television advertising, 3 ds Max, After Effects

目录

1 绪论 (1)

1.1 选题背景 (1)

1.2 研究要紧内容 (1)