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现代人们正生活在一个前所未有的影像图文符号充斥整个社会生活空间的时代。动画和广告都是常见的传媒形式。本文通过分析动画和广告的结合表现的不同表现类型的分类和研究,探讨和得出动画与广告的关系,简单总结为相濡以沫、如鱼得水的互动关系。相濡以沫表示动画和广告相辅相成、互相依赖,如鱼得水则是动画技术使得广告更富有表现力和视觉冲击力。本文以影视广告为重点来举例分析,阐述动画在影视广告中的应用表现。同时探讨创作者应该怎么样将动画设计应用到广告作品中去,从而更加丰富我们的生活,使我们的视野更加五彩缤纷,富有迷人的想象力。
Modern people are living in an unprecedented era of images and symbols filling the entire social life space. Animations and advertising are all common forms of media. This article analyzes the relationship between animation and advertising by analyzing the classification and research of the different performance types of the combination of animation and advertising, and briefly summarizes the interactive relationship between the animation and the advertisement. Each other means that animations and advertisements complement each other and depend on each other, while animation is an animation technique that makes advertisements more expressive and visual impact. This article focuses on film and television advertisements for an example analysis, elaborates the application of animation in film and television advertisements. At the same time, it explores how creators should apply animation design to advertising works so as to enrich our life and make our vision more colorful and full of fascinating imagination.