《电视技术》第47卷第1期(总第566期)85ACQUISITION&PROGRAMMING采集与制作文献引用格式：李咏纹.三维动画技术在影视广告中的应用[J].电视技术，2023，47（1）：85-88.LIYW.Applicationof3Danimationtechnologyinfilmandtelevisionadvertising[J].VideoEngineering，2023，47（1）：85-88.中图分类号：TN948.13文献标识码：ADOI：10.16280/j.videoe.2023.01.019三维动画技术在影视广告中的应用李咏纹（苏州城市学院，江苏苏州215104）摘要：三维动画技术能充分挖掘传统美学，并将传统美学中的多种元素融入动画中，既满足观众的审美与感官需求，又满足影视广告的商业化与艺术化的紧密衔接。当前，影视广告设计主要存在内容陈旧、忽视产品内涵等问题，影响了影视广告的传播，而三维动画技术的应用能丰富影视广告表现手法、强化视觉冲击、优化广告创意。基于此，提出基于三维动画技术的影视广告设计流程，并进一步分析三维动画技术在影视广告中的应用方向，为影视广告的发展提供创新方向，助力影视广告业的发展。关键词：三维动画技术；影视广告；广告制作Applicationof3DAnimationTechnologyinFilmandTelevisionAdvertisingLIYongwen(SuzhouCityUniversity,Suzhou215104,China)Abstract:Theapplicationof3Danimationtechnologycanfullytapintotraditionalaestheticsandintegratevariouselementsoftraditionalaestheticsintoanimation,whichcannotonlymeettheaestheticandsensoryneedsoftheaudience,butalsomeetthecloseconnectionbetweencommercializationandartistryoffilmandtelevisionadvertising.Atpresent,therearemainlysomeproblemsinthedesignoffilmandtelevisionadvertisements,suchasoutdatedcontentandneglectofproductconnotation,whichaffectthespreadoffilmandtelevisionadvertisements.Theapplicationofthree-dimensionalanimationtechnologycanenrichtheexpressionoffilmandtelevisionadvertisements,strengthenvisualimpactandoptimizeadvertisingcreativity.Basedonthis,thearticleproposesthedesignprocessoffilmandtelevisionadvertisingbasedon3Danimationtechnology,andfurtheranalyzestheapplicationdirectionof3Danimationtechnologyinfilmandtelevisionadvertising,providinginnovativedirectionforthedevelopmentoffilmandtelevisionadvertising,andhelpingthedevelopmentoffilmandtelevisionadvertisingindustry.Keywords:...
