摘 要
随着数字技术和互联网科技的发展，互联网已经广泛地应用到人们社会生活中。新媒体作为一种新兴的大众传播媒介，它对公益广告的传播带来了前所未有的视觉效果。在当下，特别是动画形式运用到公益广告中，使其广告效应更能彰显出其独特的魅力。动画形式与公益广告结合形成了“动画形式的公益广告”这种新兴的媒体公益广告模式，它不同于传统的公益广告，这种新颖的媒体广告在形式上既生动又富有感染性，使公益精神能更为迅速广泛地传播，更好地增加了人们对公益广告的记忆。本文通过研究动画形式在公益广告中的运用，来分析引领出动画形式公益广告的深层意义和内涵，帮助观众深刻认识动画形式公益广告的重要性，从而促进动画形式公益广告更好地“弘扬民族精神，传播正能量”.
论文共有五个章节，文章的第一章节简单的描述了课题的研究背景及原因，概括了选择该课题的目的、意义及研究的方法，并且通过对各种经典案例来分析，总结如何解决课题中存在的问题。第二章节概述了公益广告的概念及作用，从公益广告表现形式的角度，去分析公益广告的传统表现形式与新媒体中的动画的表现形式的优劣，诠释了动画形式的公益广告给广告业拓展了新的表现形式。第三章节中，是论文的核心章节，从动画形式在公益广告中的应用切入，用经典的动画形式的公益广告去传播公益性的精神效果，诠释了动画形式在公益广告中的优势。
第四章节，主要是通过自已的动画形式的公益广告创作设计，用视听结合的形式在公益广告中的应用，详细介绍了设计的制作的过程。第五章节对论文的观点进行了总结，并对其发展趋势进行了展望。
动画形式运用在公益广告中，其表现形式与技法的不同展现出风格各异的公益广告，为观众展现出不一样的视觉效果。二者在结合的过程中尽情发挥各自的独特魅力，能更有效的吸引观众的眼球，为广告的宣传带来利益的同时推动了动画产业的发展。
关键词：动画形式、公益广告、表现形式
Abstract
With the development of digital technology and Internet technology, Internet hasbeen widely applied by people in social life. The new media as a new mass media, it hasbrought an unprecedented development in the spread of public service ads on visualeffect. At the moment, especially the form of animation used in public service ads, theadvertising effect can reflect its unique charm. Animation form and public service adsformed the “animation form of public service ads”, a new mode of public service adsmedia, which is different from the traditional public service ads, this novel mediaadvertising in the form of lively and infectious to make the public spirit spread widelyand quickly, and also increased a better memories of the people about public service ads.
In this paper, through the study of animation form in the application of public serviceads, analyze how it leads to the animation form deep meaning and connotation of publicservice ads, help the audience deeply recognize the importance of animation form ofpublic service ads to promote animation form public service ads a better “carry forwardthe national spirit, spread the positive energy”.
This paper consists of five chapters; the first chapter simply describes the researchbackground and the reason, summarizes the purpose, significance and research methodof the subject, and through various typical cases to analyze, summarizes the problemsand how to solve the issue. The second chapter summarizes the concept of publicservice ads and its role, from the perspective of public welfare advertisement form toanalyze the traditional forms of public service ads and the pros and cons of the forms ofnew media in the animation, explained how the animation in the form of public serviceads in the advertising industry to expand the new form. The third chapter is the core ofthese thesis chapters, from animation form in the application of public service ads,analyzed the using the classic animation in the form of public welfare advertisement ofpublic welfare spirit, explained the advantages of animation form in public service ads.
The fourth chapter, mainly through its own form of animation, with sound combinationwith the application of public service ads, introduced the design of the productionprocess. The fifth chapter, summarize my view point, and its prospected developmenttrend.
Animation form using in the public service ads, by different expression andtechniques of public service ads, show various visual effects to the audience. In theprocess of combining both their own unique charms can more effectively attract theattention of the audience, and at the same time, the advertisement's propaganda benefitsimprove the development of animation industry.
Keywords: animation form, public service ads, form of expression
目 录
摘 要
Abstract
目 录
第 1 章 绪论
1.1 课题研究背景
1.2 国内外的研究现状
1.2.1 国内研究现状
1.2.2 国外研究现状
1.3 动画形式在公益广告设计的重要性
1.4 课题研究目的与意义
1.5 课题研究的方法
第 2 章 公益广告的表现形式
2.1 公益广告的概念、作用及特点
2.2 公益广告的传统表现形式
2.3 公益广告的现代化表现形式
2.4 公益广告传播媒介的分类
2.5 传统的媒介特点
2.6 新媒体的特点
第 3 章 动画形式在公益广告中的应用
3.3 动画形式在公益广告中的表现形式
3.3.1 二维的表现形式
3.3.2 三维的表现形式
3.3.2.1 定格动画的表现形式
3.3.2.2 人与动画结合的表现形式
3.4 动画形式在公益广告的优势
3.4.1 造型性的优势
3.4.2 技术性的优势
3.4.3 假定性的优势
3.4.4 时尚性的优势
第 4 章 动画形式在公益广告的应用实践
4.1 毕业设计动画形式公益广告的策划
4.1.1 前期准备工作
4.1.1.1 环保方面动画公益广告的构思
4.1.1.2 场景的设计
4.1.1.3 素材准备
4.1.2 中期开展步骤
4.2 后期综合合成
第 5 章 结论
参考文献
致谢
