Opening report of graduation design thesis for film and television advertising major

Chapter 1: Design theme: Research on the trend of entertainment phenomenon of news topics.

1 Content and significance of graduation project

1, theoretical significance

In China press, the increasingly obvious entertainment trend of news topics has become a trend, which has had a great impact on the news media. Some people object to this, and regard the entertainment of news topics as a scourge, and think that the entertainment of news will inevitably lead to the vulgarization of the media. Some people fully agree that the entertainment of news topics is a magic weapon to win the audience and the market. How to treat the increasingly entertaining phenomenon in news topics requires us to analyze the relationship between news and entertainment with the research method of communication.

2. Practical significance

The influence on the entertainment tendency of news topics can be described as "different people have different opinions." Some people object to the entertainment of news topics, regard it as a scourge, and think that "entertainment of news topics" will lead to vulgarization of the media, eventually reducing its authority and losing its credibility. Even endanger the social atmosphere. Some people regard "entertainment of news topics" as a magic weapon to win audiences and markets. Some people think that the entertainment of news topics has advantages and disadvantages, so we should put an end to its negative influence and give full play to its advantages. The entertainment of news topics has become the darling of the news media in China, and this phenomenon has become a fashion in China, not only following the development of the world media. The entertainment phenomenon and news topics in China have their historical inevitability.

2 Literature review

1, the origin and evolution of the theory

At present, there is no simple and clear definition of news topic entertainment in China's theoretical circles. Generally speaking, it is expounded from two aspects: in content, it tends to soft news (called "mass news" by western media) or tries to soften hard news, which is characterized by reducing the proportion of serious news and focusing on soft content such as celebrity anecdotes, daily events, sensational and irritating crime news, violent events, disasters, sports news and lace news. Strive to tap its entertainment value from the serious political and economic changes. Formal emphasis on stories and plots. From the initial emphasis on news writing, moderately adding human factors and strengthening closeness, it has evolved into one-sided pursuit of interest and attraction, strengthening the drama suspense or sensation of events, and taking the road of news storytelling and news literature. The above explanation emphasizes three characteristics of the entertainment phenomenon of news topics: one is to pay attention to soft news in content, and the other is to dig hard news.

2, foreign related research summary

There is a trend of news and entertainment integration in American journalism. This phenomenon of entertaining news topics has two roots: the hedonism principle is the goal pursued by modern Americans who believe in individualism, and the news consumption behavior of the audience is also its social basis; The marketization of the media shakes the public interest into commercial interest, and the original motive force of profit makes the media completely dominated by the law of large numbers. The original news concept of news selection and production has been replaced by the market concept that emphasizes audience breadth, production cost and conflict with interest groups. Therefore, the entertainment of American news topics has its inevitability.

3, domestic research summary

At present, there is no standard or convincing definition of the concept of "entertainment of news topics". Generally speaking, it tends to soft news or tries to soften hard news, which is the so-called "soft landing of hard news". The proportion of entertainment programs has increased significantly, while the proportion of serious news programs has decreased. Soft content such as celebrity anecdotes, daily events, sensational crime news, violent events, disasters, sports news and lace news is regarded as it.

3 work plan and scheme demonstration

1. Combination of quantitative analysis and qualitative analysis

Quantitative analysis is a widely used method in communication research all over the world. Its advantages are high standardization and accuracy, rigorous logical reasoning and more objective and accurate research structure. This paper mainly adopts the method of quantitative analysis, and through the interpretation of these statistical data of the entertainment phenomenon of news topics, forms an evaluation conclusion.

Qualitative analysis can fully grasp the present situation of the research object and deeply understand its internal operation process and behavior. In this paper, the methods of observation and interview will be used to collect written materials about the characteristics of the respondents, and after analysis, the nature and characteristics of the respondents will be summarized.

2. Combination of descriptive research, explanatory methods and predictive research.

This paper will make a descriptive study of some selected cases, and explain the problems reflected in these descriptions, so that people can have a deeper understanding of the development status of financial daily, grasp the development vein of news topic entertainment, find out the crux of its development, and make a prediction on its future development.

3. Content analysis method

Content analysis is a kind of research technology, which objectively, systematically and quantitatively describes the dominant content in printed text, movies, radio, television and other media. This paper analyzes the entertainment content of various media in news topics, and analyzes its development, changes and trends.

(1) Topic: March 20th, 2008;

(2) Information inquiry: March 2, 20081to March 23, 2008;

(3) Write the opening report and outline: March 24, 2008;

(4) First draft: from March 24th, 2008 to April 25th, 2008;

(5) Second draft: April 25, 2008;

(6) Interim inspection: May 20, 2008;

(7) Finalization: May 26, 2008;

4 references

[1]. Lin Hui: Market Economy and Entertainment in News Topics, News and Communication Research 200 1 No.2.

[2]. History: "Four major trends of entertainment of American TV news topics"

[3] Li Xiguang. Distorted media (revised edition) [M]. Shanghai: Fudan University Press. 2004。

[4] Li Liangrong. Entertainment and localization-two major trends of American news media [J]. Reporter.2001(3).

[5] Helen? Answer? Lowe Melvin? l？ Deffler Milestones in the Study of Mass Communication Effect (Third Edition) (Chinese Version) [M]. Beijing: Renmin University of China Press. 2004。

[6]. Lin Hui: "Market Economy and Entertainment in News Topics", "News and Communication Research" 200 1 No.3;

[7]. Zhang Editor: "News Media and Society", Shanghai People's Publishing House, 200 1 Edition.

[8] See Daily News (early June 2002);

[9] See Southern Network (65438+20021October 28th);

[10] See the website of China Journal (20021October 30th);

[1 1] See Beijing Youth Daily (June 30, 2002);

[12]. entertainment news and news entertainment www.51lwa.com/info/3871.

[13]. Perspective of American morning TV news programs. www.lunwn86.com/lunwen/xinwenchuanboxue/3963.com.

[14] Great Changes in China Media Market, edited by Huang Kaimin and Zhou Yan, CITIC Publishing House, August 2003, first edition, P 170.

[15]. History of Foreign Journalism Zhang Yunruo Wuhan University Press, 2000, first edition, 10.

Article 2:

1. The research purpose and significance of this topic.

One: Today's film and television industry is in an era of fierce competition. With the rapid development of computers and telecommunications, film and television production and multimedia have been integrated. At present, the demand for dynamic images has greatly increased in all walks of life, especially in large enterprises and institutions, which have set up media production departments to carry out activities such as image building, product promotion, internal management and employee training with the help of dynamic images. In the past two years, multimedia companies have mushroomed, specializing in advertising production, documentary shooting, enterprise promotion, multimedia teaching, interactive program production and so on.

Two: The key technology of film and television composition in film and television works is the technical process of mixing materials from different sources into a composite picture. Film and television synthesis is mainly reflected in the packaging of the program, including the animation at the beginning and end of the film, the interpretation of the film, the fancy subtitles and logo. Several pictures with different contents in film and television works form a complete montage paragraph through reasonable combination.

Three: For film and television creators, a single picture is words and sentences, while the skills of combining pictures are grammar and rhetoric. Therefore, film and television creation must master the film and television synthesis processing technology. Learning the common processing methods of film and television synthesis technology, discussing the significance of digital film and television, and organically combining the creative ideas, creative methods and scientific and technological means of animation can cultivate my systematic and creative professional thinking habits, and also exercise my animation operation ability of integrating theory with practice.

I am keen on film and television art, and I can learn more useful knowledge through this graduation project. Not only enriched my spare time, but also gave me a deeper understanding of film and television, which was very helpful for my future career.

2. The research status of this subject has been known at home and abroad.

1. Since the mid-1990s, with the further improvement and development of computer hardware environment and audio-visual software, the post-production of video programs has entered the digital era. It is characterized by the adoption of online and offline nonlinear me, and the concept of video me has changed greatly. Practical compression technology makes offline me and nonlinear me possible.

Second, the market is rich in resources, but domestic works are not very mature and talents are scarce.

Thirdly, the animation multimedia industry has the characteristics of today's knowledge economy, involving culture, art, science and technology, media, publishing, commerce and other industries. In Europe, America, Japan, South Korea and other countries, a complete and mature industrial chain has been formed, forming a virtuous cycle structure of input and output, which has brought considerable economic and social benefits to the animation and multimedia industries.

Film and television is a kind of media, and it is also a kind of media, so it is related to multimedia technology specialty and film and television media art specialty in essence! The media major is quite extensive!

At present, post-special effects have been widely used in all aspects of film production. It can be said that post-special effects are film special effects realized by computer graphics and image technology.

3. The research content of this topic.

Film and television post-production is to animate the finished film or software, do post-processing to make it a complete film, add special effects, add words, make sound for the film, and so on.

Synthetic technology is a technical process of mixing multiple materials into a single synthetic picture. Must have good material, familiar with film and television synthesis processing technology.

1: Get image

We usually observe the world around us with the naked eye. Because we may shoot some similar films with some kind of camera, we also need to learn how the camera feels the world. The most important thing to remember is that the camera is used to shoot the expression of the scene. One of the tasks handled by the distance and perspective synthesizer is to extract elements and determine their depth positions in the scene. The difference in perspective is because this scene was shot from two different angles. If we are close to or away from a specified scene, the spatial relationship between objects in the scene will also change, and it will expand or compress. A common misunderstanding is that this difference is due to different shots. In fact, it is true that lenses with different focal lengths can be used to express this difference, but the lens is just a simple device for magnifying the scene to a certain extent.

2. Image synthesis processing

In synthesis, the source materials are definitely different. To form the same picture, the inevitable step is color matching. Speaking of color matching, premiere pro has introduced the core of After Effects. Film editing is one of the most important links in film and television creation. Every film and television work is composed of several pictures. Interspersed with FLASH animation.

4. The implementation plan and timetable of this study.

2011September to 201165438+February: consulting and collecting materials to determine the theme of the film and television synthesis works.

201165438+February to 2065438+February: summarize the problems encountered, revise and improve the works, initially complete the film and television synthesis works, and write the first draft of graduation thesis.

April 20 12: Review graduation thesis, make full preparations for graduation defense, and submit graduation design works and graduation thesis.

5. Main references referenced

[1] After Effects CS4 movie and television special effects storm [M] edited by Cao Jinyuan, Xu Zhi and Zhou Qingru, Beijing Kehai Electronic Publishing House, August 2009

[2]After Effects CS4 film and television special effects example (2DVD) [M] Thinking Digital Editor Beijing Hope Publishing House in August 2009

Fash can integrate text, graphics, images, audio, video, animation and other information. In Flash, animation interruption and scene jump can be controlled by actions. Fash provides a variety of interactive types, which can create courseware with powerful interactive functions. Users can also interact with courseware through input tools such as mouse and keyboard, which provides powerful functions for producers to meet their needs.

[3] film and television post-production: the theory and practice of special effects production [M] Liu Quan with China Radio and Television Press in 2006 0 1 month

[4] PHOTOSHOP perfect creative design Ⅱ [M] China Youth Publishing House compiled the little wisdom culture in 2008 0 1 month.

Flash ActionScript 3.0 animation tutorial [M] by Peter, translated by Wang Ruyi, etc. People's Posts and Telecommunications Press, April 2008.

[5] Adobe Flash CS3 Chinese Classic Course [M] American Adobe Company, Feng Xiaoyan Translation People's Posts and Telecommunications Publishing House, March 2008