【正文】 好的創(chuàng)意才會(huì)給人們留下一深刻的印象，有了印象才會(huì)對(duì)商家的品牌有所了解，有了了解才會(huì)觀注，從而進(jìn)行購買；廣告制作是通過 3ds Max 建模、Photoshop 創(chuàng)建并處理圖片等軟件實(shí)現(xiàn)創(chuàng)意的過程，這其中包括有整個(gè)廣告的形式、整體的色彩應(yīng)用；后期處理則是通過 After Effects等軟件對(duì)廣告制作的二度創(chuàng)作，使廣告創(chuàng)意最終以最具視覺沖擊力和震撼力呈現(xiàn)在觀眾面前。一個(gè)汽車公司要想捉住機(jī)遇，就必需通過影視廣告來激發(fā)人們對(duì)產(chǎn)品的欲望和感官，從而來召喚消費(fèi)者對(duì)汽車的一種消費(fèi)行為。欽 州　學(xué)　院本科畢業(yè)論文（設(shè)計(jì)）汽車影視廣告設(shè)計(jì)與制作院 系 數(shù)學(xué)與計(jì)算機(jī)科學(xué)學(xué)院 專 業(yè) 計(jì)算機(jī)科學(xué)與技術(shù)(數(shù)字媒體) 學(xué) 生 班 級(jí) 計(jì)科本 082 班 姓 名 田茂林 學(xué) 號(hào) 0804402232 指導(dǎo)教師單位 數(shù)學(xué)與計(jì)算機(jī)科學(xué)學(xué)院 指導(dǎo)教師姓名 肖寶 指導(dǎo)教師職稱 講師 2022 年 4 月1 / 40汽車影視廣告設(shè)計(jì)與制作計(jì)算機(jī)科學(xué)與技術(shù)（數(shù)字媒體）專業(yè) 2022 級(jí) 田茂林指導(dǎo)老師 肖寶摘 要隨著視覺文化時(shí)代的來臨，影視廣告在日常生活已不可或缺，成為一種寶貴的資源，是一種向簡(jiǎn)介而又生動(dòng)的主要數(shù)字媒介之一，它廣泛的應(yīng)用于各種商業(yè)廣告、網(wǎng)絡(luò)視頻、視頻教學(xué)等不同的領(lǐng)域中。針對(duì)汽車，如今已經(jīng)成為大眾化的的商品，汽車市場(chǎng)已成為市場(chǎng)經(jīng)濟(jì)的一個(gè)重要構(gòu)成部分。影視廣告能否達(dá)到預(yù)期商業(yè)目的我認(rèn)為有以下三個(gè)環(huán)節(jié)：廣告創(chuàng)意、廣告制作、后期處理。數(shù)碼技術(shù)的應(yīng)用使其后期制作更高效、更靈活，使影視作品成為一場(chǎng)空前的視覺盛宴。關(guān)鍵詞：汽車影視廣告，3ds Max，After EffectsCar television advertising design and productionComputer science and technology (Digital media) Professional level 2022 tianmaolinGuiding teacher xiaobaoAbstractWith the ing of the era of visual culture, the film and television advertisement in daily life is vital, bee a kind of precious resources, is a brief introduction to the vivid and one of the major digital media, it widely applied in all kinds of mercial advertising, work video, the video teaching in different fields. For automobile, now has bee a popular modity, the car market has already bee a market economy important ponent parts. A car pany wants to catch the opportunity, is required to pass through the film and television advertisement to arouse the people to the product and the desire of the senses, and thus to summon consumers on the car a consumer behavior.The film and television advertisement could achieve expected business purpose I think has the following three aspects: creative advertising, advertising, processed. Advertising creative advertising is the core of the production process, good originality will give people leave a deep impression, had the impression to the businessman will be the brand to understand somewhat, understand will view note, and buy。 Post treatment is through the After effects software such as the two degrees of advertising creation to make creative advertising end in the most powerful visual impact and the audience. The application of digital technology makes the postproduction more efficient and more flexibleThis design is based on the 3ds Max, Photoshop, After effects, Premiere Pro and other multimedia software make a relevant car (in the audi TT as an example) film and TV ads.3 / 40Keywords: Car television advertising, 3 ds Max, After Effects目錄1 緒論 ..................................................................1 選題背景 ..........................................................1 研究主要內(nèi)容 ......................................................1 國(guó)內(nèi)影視廣告分析 ..................................................22 視頻主要制作軟件介紹 ..................................................2 3ds Max 簡(jiǎn)介 ......................................................2 Photoshop 簡(jiǎn)介 ....................................................4 After Effects 簡(jiǎn)介 ................................................6 Premiere Pro 簡(jiǎn)介 .................................................83 主要理論依據(jù) ..........................................................8 色彩應(yīng)用 ..........................................................8 動(dòng)畫應(yīng)用 .........................................................10 音樂應(yīng)用 .........................................................104 主要設(shè)計(jì)過程 .........................................................11 品牌解析 .........................................................11 公司文化了解 .................................................11 Logo 標(biāo)志圖形 ................................................13 建模 .............................................................14 素材處理 ..........................