视觉传达艺术毕业论文.doc

·······毕业设计（论文）
广告摄影的创意与表现手法
学生： ···
系 （部）： 艺术系
专 业： 视觉传达
指导老师： ···


摘要
广告摄影是以商品为主要拍摄对象，通过反映商品的形状、结构、特性、色彩和用途等特点，引起顾客的购买欲望。本文主旨是用创意表现广告摄影中的表现对象，从而使广告的画面的视觉感受加强，以这种形式来吸引消费者做到广告应有的宣传价值。全文共分为两个部分，第一部分是讲广告摄影的目的性，表现手法；第二个部分是对广告创意进行详细论述

关键词： 摄影创意 视觉表现 广告活动
Abstract
Advertising photography is with commodity as the main subjects, through reflect the shape, structure, commodity and USES of color characteristics, characteristics, cause customer purchasing desire. The main theme is the advertising photography with creative performance, thus make performance object picture of advertising visual perception of strengthening, in this form to attract consumers do advertising due propaganda value. Full text is divided into two parts, the first part is about advertising photography purposefully, expressional gimmick; The second part is to creative advertising in detail .
Keyword：
Photography creative visual performance

目 录
前言·················································1
绪论··········································2
第一节 广告摄影的目的与创作要求·······························2
第二节 广告摄影的表现手法·····································2
广告摄影中的创意······························3
创意在广告摄影中的地位和作用···························3
广告摄影中创意的审美心理·······························6
参考文献·············································8
致·················································9
前 言
广告摄影是以传播广告信息为目的，以摄影艺术为表现手法的一门专业艺术。如果一个摄影广告仅有一个明确主题，没有一个标新立异的创意，那么它只能再现商品的表层现象，而不是表现商品的更深层次的特质。随着我国经济持续高速增长、市场竞争日益扩、竞争不断升级、商战已开始进入“智”战时期，广告也从以前的所谓“媒体大战” 、“投入大战”上升到广告创意的竞争，“创意”一词成为我国广告界最流行的常用词。什么是广告创意？创意在英文中叫“Creative” 。这是广告活动的专用词，按照中文的意思解释是构思。广告摄影创意是通过创意摄影的方法将商品拍摄成具有独特特点的图片，给