影视广告双关的三维结构艺术

影视广告的声、光、电技术和短、奇、快特点 ,打破了传统的线性语言双关理论的束缚 ,使古老的双关艺术在镜头、色彩、音响、标语、口号、解说词等领域焕发生机 ,形成多维语言双关综合效应的新趋势。试从题旨语言双关的聚焦性、镜头语言双关的模糊性、文案语言双关的开放性等方面切入 ,对影视广告双关艺术的现代化作初步探讨

Punning Characteristics Of The Video Advertisement

The sound,light,electric technique and the features of brevity,oddity and speediness in video advertisement have toppled off the restriction of the punning theory of the traditional linear language,making the age old punning artistics call forth all one's vigour in the spheres of shot,colour,sound,slogans and commentaries to form up a new tendency in the comprehensive effect of the multidimensional linguistic pun.This thesis tends to make a preliminary probe into the modernization of the punning artistics in video advertisement from the focusitivity of the topic linguistic pun,the obscuritivity of the shot linguistic pun and the disclositivity of the documental linguistic pun.