本科论文目录摘要…IAbstract.......引言.11影视广告的艺术特色1.1影视广告中早期镜头与音效虚实配合的发展历程1.2影视广告的优越性2影视广告的听觉要素772.2音乐.823音响.93影视广告中镜头与音效的虚实关系.103.1影视广告中的艺术镜头103.2影视广告中镜头与音效的虚实配合113.2.1镜头与音效的同步处理113.2.2镜头与音效的脱离状态…133.2.3音效声音渲染影视主题15结.18参考文献19致谢20本科论文摘要随着视频媒体的普及化、多元化。影视广告已经成为当今社会覆盖面广、受众多、传播率快的广告传播途径之一。当今的影视广告具有视觉和听觉两种形式的信息传递方式，并且由于声音音效与镜头图像的相互配合，使观众能够自由的发挥自己对某种商品形象的联想，也能够通过镜头与音效的两者相互配合使画面更加具体，并准确的传达商品的相关信息，从而达到吸引顾客消费的意图。影视广告也因此更加具有感染力。影视广告通过这两种方式的相互配合达到吸引消费者兴趣、促进产品销售量等效果。而镜头与音效虚实配合的方式为影视广告的最终呈现上注入了新的活力。但也对两者之间如何相互配合以及最终呈现效果提出了更高的要求。本论文通过对相关实例的探讨以及对优秀影视广告作品的分析，来发现影视广告中镜头与音效是如何进行虚实配合、镜头与音效的虚实互衬是如何使用以及两者是如何配合以此调动受众丰富的想象力。从而提高影视广告在信息传播过程中的效率，对影视广告的发展具有强烈的现实意义。关键词：影视广告：镜头音效；虚实结合本科论文AbstractWith the rapid development of science and technology,the popularizationof TV media.Film and television advertising has become one of the advertisingcommunication methods with a wide coverage,a large audience,a fastcommunication rate and a warm response from viewers.Today's film and television advertising has two forms of informationtransmission,visual and auditory.Because of the mutual cooperation of soundeffect and lens image effect,the audience can freely play their imagination of acertain commodity image,and also can more specifically and accurately conveythe relevant information of the commodity through the mutual cooperation ofthe two to achieve the purpose of attracting customers to consume.Therefore,film and television advertising is more infectious and penetrating.Therefore,film and television advertising is more infectious andpenetrating.Through the cooperation of these two ways,it can attract theinterest of consumers and promote the sales of products.This kind ofpresentation has injected new vitality into the film and television media,but alsoput forward higher requirements for the mutual cooperation between the two andthe final presentation effect.Through the discussion of the relevant examples and the analysis of theexcellent film and television advertising works,this paper finds out how the lensand the sound effect cooperate with each other,how the lens and the soundeffect contrast with each other,and how they mobilize the audience's richimagination.Thus improving the efficiency of film and television advertising inthe process of information dissemination has a strong practical significance forthe development of film and television advertising.Keywords:film and television advertising;lens sound effect;combination ofreality and reality