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电大广告设计期末复习重点考试小抄
1.广告是为了某种特定的需要,通过一定形式的媒体,公开而广泛地向公众传递信息的宣传手段广告种类
(1)招贴广告招贴广告也被称为海报、宣传画,张贴于繁华区、车站、机场、码头销售场所,被誉为“最美的印刷品”适应于国际性的环保公益宣传、大型运动会、演出展览等重大活动常用的户外招贴广告形式为1张、4张、8张等张贴在一起
(2)户外广告户外广告是一种以流动方式传递目标的广告媒介形式具体表现形式为灯箱广告、翻转广告牌、霓虹灯广告、多画面循环广告牌、计算机控制的彩色活动跳格电子显示屏、电子大屏幕墙、空中激光动画等户外广告具备区域性传递信息的特殊功能,并能够帮助非特定目标消费者了解商品和企业的名称、品牌的特色以及销售的重点
(3)POP广告(PointofPurchase销售点)PoP广告也被称为购物场所广告凡在商店建筑内外,所有能帮助促销的广告物或提供有关商品服务、指示、引导等表示,都可以成为POP广告PoP广告的造型分类地面货架式POP广告、悬挂广告、墙面POP广告、柜台展示卡POP广告
(4)书籍装帧书籍作为文字和图形的载体是不能没有装帧的书籍的装帧是一个和谐的统一体,应该说有什么样的书就有什么样的装帧与它相应在我国,通常把书籍装帧设计称为书的整体设计或书的艺术设计书籍装帧设计与其他潢设计一样,需要经过从调查研究检查校对的设计程序在设计时,首先要向作者或文字编辑了解原著的内容实质,并通过阅读来理解所要装帧对象的内容、性质、特点及读者对象,做出正确的判断;然后确定开本的大小,确定是精装还是平装,确定用纸以及印刷等问题;最后在既定的开本材料和印刷工艺条件下,使设计稿与书籍的内容相呼应,通过丰富的表现手法、表现内容满足人们在知识、想像、审美多方向的要求书籍装帧是书籍存在和视觉传递的重要形式书籍设计的含义应指开本、字体、版面、插图、封面、护封,以及纸张、印刷、装订和材料的预先艺术设计,也就是从原稿到成书的整体设计工作书籍设计是由计划、创意、设计形成的书籍整体设计书籍大致可分为文学艺术类、科技类、工具类、计算机类和少儿读物类
(5)报纸广告报纸广告是刊登在报纸上的广告报纸是每日发行的、具有综合信息的印刷品读物,有广泛性和快速性的特点,比较适合于发布时间性强的新产品广告和快件广告,如招生、招聘和店庆通知等考虑到报纸广告的性质、印刷以及报纸传达对象的阅读习惯,在设计时往往更多地注重文稿排版报纸广告的刊登首先由广告主委托广告公司设计广告稿,然后将广告稿送到报社将其安排在预定刊登的日期里,最后制版印刷发行现代报纸设计的特点可以用八个字概括简单易读,信息量大具体特点
①报纸时效性强且销售速度快
②报纸发行量大且阅读者多
③同一种内容信息的连续性强
④根据情况采用图形和文字
⑤引起读者的关注
⑥报纸广告印刷质量欠佳
⑦报纸广告与电视广告比较有费用低、阐述内容详尽、易于携带和保留等优势
⑧报纸广告的局限性报纸广告的种类商业性广告、非商业性广告、提示说明性广告、高信息量广告报纸广告的构成要素报纸广告内容、报纸广告流程报纸广告设计必须围绕“销售”这一核心目的,采用多种元素充分体现、促成广告的目的报纸广告中需要具备的多项要素包括广告标题、功效、送货、咨询热线、销售热点、专家建议、包装盒、价格、各种荣誉证书、促销信息等
(6)样本广告样本广告是直接发给消费者或邮寄给消费者的广告形式样品广告附有产品的图片及详细的文字介绍,具有较强的促销作用有些样本结合文字介绍还附有产品实物小样,例如面料、毛线、化妆品、洗涤剂、文化用品等,使消费者对产品有直接的视觉、触觉、嗅觉的了解,并可试用样本广告的优点是使用周期更长,不足之处是发行量与覆盖面呈正比,所以成本比较高
2.RGB\CMYK\LAB模式1RGB模式RGB是色光的色彩模式R代表红色,G代表绿色,B代表蓝色在RGB模式中,由红、绿、蓝相叠加可以产生其他颜色,因此该模式也叫加色模式所有显示器、投影设备以及电视机等设备都依赖于这种加色模式来实现2CMYK模式当阳光射到一个物体上时,这个物体将吸收一部分光线,并将剩下的光线进行反射,反射的光线就是所看见的物体颜色这是一种减色色彩模式,同时也是与RGB模式的根本不同之处按照这种减色模式,就衍变出了适合印刷的CMYK色彩模式C代表青色,M代表洋红色,Y代表黄色,K代表黑色3LAB模式LAB模式既不依赖于光线,也不依赖于颜料,它是CIE组织确定的一个理论上包括了人眼可以看见的所有色彩的色彩模式LAB模式弥补了RGB和CMYK两种色彩模式的不足LAB模式由三个通道组成,一个通道时亮度,即L,另外两个是色彩通道,用A和B表示A通道包括的颜色是从深绿色(低亮度值)到灰色(中亮度值)再到粉红色(高亮度值);B通道则是从亮蓝色(低亮度值)到灰色(中亮度值)再到黄色(高亮度值)
3.P118面色彩联想图
4.视觉冲击——运用视觉艺术,使你的视觉感官受到深刻影响,能给你留下深刻印象视觉冲击手法
(1)页面构图图形的层次性
(2)页面上构图的视觉线牵引
(3)色彩诱导
(4)明暗诱导
(5)瞬间捕捉
(6)抓突破点(平衡的图像中找不平衡点)
(7)比例大小
(8)打动欣赏者的情感
(9)视觉幻象(假象的空间感)
(10)运用色彩的对比
5.页面构图图形的层次性图形和元素之间的层次感,可以达到一种在干扰视觉的同时突出自身所想体现的主题,这种表现方式往往是比较直接而且有效的方式
6.页面上构图的视觉线牵引利用色彩或者元素来牵引欣赏者的视觉,让欣赏者随着设计师的的思维去思考和观看作品,而现在存在的大多数作品都是运用点、线、面来引导,以图形和元素出现的引导方式的作品比较少见
7.书籍装帧——护封设计开本版面大小护封勒口超出书面范围的空白处封面书本正面封底书本背面书脊书本侧面扉页翻开封面的第二页版心图文排版部分环衬连接封面、封底的纸
8.报纸广告流程图P315报花报纸上很小的一块报头报纸刊登报名的地方报眼报头旁边的一小块版面报眉报纸上边缘跟页眉相同
9.20通栏:跨整版高为20公分15通栏跨整版高为15公分20半通栏横跨半版高为20公分15半通栏横跨半版高为15公分请您删除一下内容,O∩_∩O谢谢!!!【Chinas10must-seeanimations】TheChineseanimationindustryhasseenconsiderablegrowthinthelastseveralyears.Itwentthroughagoldenageinthelate1970sand1980swhensuccessivelybrilliantanimationworkwasproduced.Hereare10must-seeclassicsfromChinasanimationoutpouringthatarenottobemissed.Letsrecallthesecolorfulimagesthatbroughtthecountrygreatjoy.CalabashBrothersCalabashBrothersChinese:葫芦娃isaChineseanimationTVseriesproducedby Shanghai Animation Film Studio.Inthe1980stheserieswasoneofthemostpopularanimationsinChina.ItwasreleasedatapointwhentheChineseanimationindustrywasinarelativelydownedstatecomparedtotherestoftheinternationalcommunity.Stilltheserieswastranslatedinto7differentlanguages.Theepisodeswereproducedwithavastamountofpaper-cutanimations.BlackCatDetectiveBlackCatDetectiveChinese:黑猫警长isaChineseanimationtelevisionseriesproducedbytheShanghaiAnimationFilmStudio.ItissometimesknownasMr.Black.Theserieswasoriginallyairedfrom1984to
1987.InJune2006arebroadcastingoftheoriginalserieswasannounced.Criticsbemoantheseriesviolenceandlackofsuitabilityforchildrenseducation.Proponentsoftheshowclaimthatitismerelyforentertainment.EffendiEffendimeaningsirand teacherinTurkishistherespectfulnameforpeoplewhoownwisdomandknowledge.TheherosrealnamewasNasreddin.Hewaswiseandwittyandmoreimportantlyhehadthecouragetoresisttheexploitationofnoblemen.Hewasalsofullofcompassionandtriedhisbesttohelppoorpeople.AdventureofShukeandBeita【舒克与贝塔】AdventureofShukeandBeitaChinese:舒克和贝塔isaclassicanimationbyZhengYuanjiewhoisknownasKingofFairyTalesinChina.ShukeandBeitaaretwomicewhodontwanttostealfoodlikeothermice.ShukebecameapilotandBeitabecameatankdriverandthepairmetaccidentallyandbecamegoodfriends.ThentheybefriendedaboynamedPipilu.WiththehelpofPiPilutheyco-foundedanairlinenamedShukeBeitaAirlinestohelpotheranimals.Althoughthereareonly13episodesinthisseriesthecontentisverycompactandattractive.Theanimationshowsthepreciousnessoffriendshipandhowpeopleshouldbebravewhenfacingdifficulties.Evenadultsrecallingthisanimationtodaycanstillfeeltouchedbysomescenes.SecretsoftheHeavenlyBookSecretsoftheHeavenlyBookChinese:天书奇谈 alsoreferredtoasLegendoftheSealedBookorTalesabouttheHeavenlyBookwasreleasedin
1983.Thefilmwasproducedwithrigorousdubbingandfluidcombinationofmusicandvividanimations.ThestoryisbasedontheclassicliteraturePingYaoZhuanmeaningTheSuppressionoftheDemonsbyFengMenglong.Yuangongthedeaconopenedtheshrineandexposedtheholybooktothehumanworld.Hecarvedthebookscontentsonthestonewallofawhitecloudcaveinthemountains.Hewasthenpunishedwithguardingthebookforlifebythejadeemperorforbreakingheavenslaw.Inordertopassthisholybooktohumanbeingshewouldhavetogetbytheantagonistfox.ThewholeanimationischaracterizedbycharmingChinese paintingincludingpavilionsancientarchitectureripplingstreamsandcrowdedmarketswhichfullydemonstratetheuniquebeautyofChinasnaturalscenery.PleasantGoatandBigBigWolf【喜洋洋与灰太狼】PleasantGoatandBigBigWolfChinese:喜羊羊与灰太狼isaChineseanimatedtelevisionseries.TheshowisaboutagroupofgoatslivingontheGreenPastureandthestoryrevolvesaroundaclumsywolfwhowantstoeatthem.Itisapopulardomesticanimationseriesandhasbeenadaptedinto movies.NezhaConquerstheDragonKing(Chinese:哪吒闹海) isanoutstandinganimationissuedbytheMinistryofCulturein1979andisbasedonanepisodefromtheChinesemythologicalnovelFengshenYanyi.Amothergavebirthtoaballoffleshshapedlikealotusbud.ThefatherLiJingchoppedopentheballandbeautifulboyNezhasprungout.OnedaywhenNezhawassevenyearsoldhewenttothenearbyseashoreforaswimandkilledthethirdsonoftheDragonKingwhowaspersecutinglocalresidents.ThestoryprimarilyrevolvesaroundtheDragonKingsfeudwithNezhaoverhissonsdeath.ThroughbraveryandwitNezhafinallybrokeintotheunderwaterpalaceandsuccessfullydefeatedhim.ThefilmshowsvariouskindsofattractivesceneriesandthetraditionalcultureofChinasuchasspectacularmountainselegantseawavesandexquisiteancientChineseclothes.Ithasreceivedavarietyofawards.HavocinHeavenThestoryofHavocinHeaven(Chinese:大闹天宫)isbasedontheearliestchaptersoftheclassicstory JourneytotheWest.ThemaincharacterisSunWukongakatheMonkeyKingwhorebelsagainsttheJadeEmperorofheaven.Thestylizedanimationanddrumsandpercussionaccompanimentusedinthisfilmareheavilyinfluencedby Beijing Operatraditions.ThenameofthemoviebecameacolloquialismintheChineselanguagetodescribesomeonemakingamess.RegardlessthatitwasananimatedfilmitstillbecameoneofthemostinfluentialfilmsinallofAsia.CountlesscartoonadaptationsthatfollowedhavereusedthesameclassicstoryJourneytotheWestyetmanyconsiderthis1964iterationtobethemostoriginalfittingandmemorableTheGoldenMonkeyDefeatsaDemon【金猴降妖】TheGoldenMonkeyDefeatsaDemonChinese:金猴降妖alsoreferredasTheMonkeyKingConquerstheDemonisadaptedfromchaptersoftheChineseclassicsJourneytotheWestorMonkeyintheWesternworld.Thefive-episodeanimationseriestellsthestoryofMonkeyKingSunWukongwhofollowedMonkXuanZangstriptotheWesttotaketheBuddhisticsutra.Theymetawhiteboneevilandtheeviltransformedhumanappearancesthreetimestoseducethemonk.TwiceMonkeyKingrecognizeditandbroughtitdown.ThemonkwasunabletorecognizethemonsterandexpelledSunWukong.XuanZangwasthencapturedbythemonster.FortunatelyBajieanotherapprenticeofXuanZangescapedandpersuadedtheMonkeyKingtocomerescuethemonk.FinallySunkillstheevilandsavesXuanZang.Theoutstandinganimationhasreceivedavarietyofawardsincludingthe6thHundredFlowersFestivalAwardandtheChicagoInternationalChildrensFilmFestivalAwardin
1989.McDull【麦兜】McDullisacartoonpigcharacterthatwascreatedin HongKong byAliceMakandBrianTse.AlthoughMcDullmadehisfirstappearancesasasupportingcharacterintheMcMugcomicsMcDullhassincebecomeacentralcharacterinhisownrightattractingahugefollowinginHongKong.ThefirstMcDullmovieMcMugStoryMyLifeasMcDulldocumentedhislifeandtherelationshipbetweenhimandhismother.TheMcMugStoryMyLifeasMcDullisalsobeingtranslatedintoFrenchandshowninFrance.InthisversionMakBingisthemotherofMcDullnothisfather..
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