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                            广告配音过程中不同声音的用处

                            时间:2018-12-24 来源:视听 作者:孙艳 本文字数:2379字

                              摘    要: 由于传播有力、效果卓着,广告在当今媒体中占据着重要地位。广告配音是广告构成的重要元素。作为声音工作者,应该明确无论在传统媒体的广播电视中还是在新兴媒体的网络、数字媒体或移动端口上,广告配音的优质化、鲜明化已经成为一个趋势。研究品牌、熟悉受众是广告配音员首先要重视的问题。在此基础上,要熟练控制和把握自己的声音,使广告配音在最美好的表达下还原生活并高于生活。

                              关键词: 星云棋牌官网下载广告配音; 传媒; 声音; 传播力;

                            星云棋牌官网下载   GUANGGAOPEIYINSHIYIMENZONGHEDEYISHU。TASHIZHI“YIYUYINWEIMEIJIE,JIANGGUANGGAOSUOYAOCHUANDADEXINXIZHUANHUANWEIYOUSHENGYUYAN,ZAITINGJUESHANGJISHOUZHONGCIJIYISUZAOCHUZHENSHIKEGANDECHANPINXINGXIANG。”XIANERYIJIAN,YOUWENZIFUHAO、HUAMIANFUHAOZHUANHUANWEISHENGYINFUHAOJIUSHIPEIYINGONGZUOZHEDUIZUOPINERDUCHUANGZUODEGUOCHENG。ERBIZHERENWEI,ZHEIGENGSHIYIGECHUANGZAODEGUOCHENG。ZAIZHEIGEGUOCHENGZHONG,SHENGYINGONGZUOZHESUOZUOCHUDE,BUJINJINSHIJIANZIFASHENGDEBIAOMIANGONGZUO,YEBUSHIYOUYUSUOWEIJIQIAODETIAOKUANGXIANZHIHAOWULIJIEDEFUPILIAOCAO,ERSHIYINGGAIDUIYUGUANGGAODEPINPAIBENSHENYOURENSHI,DUIYUGUANGGAOSUOCHUANBODEMEITIYOULEJIE,DUIGUANGGAODECHUANGYIYOUTAIDU,DUIYUPINPAIXIAOFEIQUNTIDESUQIUYOULIJIE,DUIYUQISUOXIAIDESHENGYINXINGXIANGYAOMINGXI,DUISHENGYINGONGZUOYOUXINNIAN,DUISHENGYINXUANZEYOUDINGWEI,JINERDUIYUZIJIDESHENGYINYOUKONGZHI,DUIYUYISHUZUOPINYOULINIAN。YAOJIANLIQIYUPINPAIXINGXIANGXIANGFUHEDESHENGYINXINGXIANG,BIAODACHUYUPINPAIZHIXIANGMUBIAOXIANGYIZHIDESHENGYINSUQIU,CHONGDANGDEJIAOSESHIMINGZHISHIGUIDEDAIYANREN。YULIJIEDEGAODUYANYISHENGYIN,YUZHENCHENGCHUJIANGONGFU,WUZHAOSHENGYOUZHAO。

                              一、用有感情的声音传达作品意蕴

                              CONGCELVEDEGAODUSHANGKAN,GUANGGAOBENSHENSHIYOUBIAODAMOUZHONGYAODIANDEYIYUANDE,YEJIUSHIQIANGDIAO“MAIDIAN”。DANSHICONGMEIXUEDEJIAODUFENXI,GUANGGAOSHOUXIANXIWANGCHENGXIANDEQUESHIZISHENDEYIYUN。YIYUN,BENSHENJIUSHISHOUZHONGMEIXUEXINSHANGDECENGMIANZHIYI。SHENGYINCHUANBOZHEYINGSHOUXIANCONGZHENGTISHANGBAWOZHEIGEPINGHENG。

                            星云棋牌官网下载   ZHONGSUOZHOUZHI,GAOYINCHUSECAI,ZHONGDIYINSHENGQINGGAN。PEIYINYUANYONGDUIHUADEGUIQUANDEKOUWEN,RUNWUWUSHENGBANDICHUANDALEPINPAI“BAXIAOFEIZHEDANGHAOPENGYOU”DEQINGGAN。

                              BIRUGUANGSHOUGUANZHONGRENKEDEGUOJIAO1573DEGUANGGAO:

                              NANSHENG:NINENGTINGDAODELISHI129NIAN,NINENGKANDAODELISHI167NIAN,NINENGPINWEIDELISHI433NIAN,GUOJIAO1573……

                              很明显,广告是希望通过酒品味历史之悠久、品质之上乘,打动高端消费群体。配音员在广告中用厚重的声音,在低音区,拉开话语节奏,用情感托声音,拉长和圆满每个字的归音,充满磁性和悠长的回味感,让受众产生想象空间。广告配音员极尽声音的感染力,将整篇广告推送到了表达的新高度。在表达上,从深层次的审美入手,彰显出作品的意蕴,使这则广告成为当时国内广告中最为成功的典范之一。
                             

                            广告配音过程中不同声音的用处
                             

                            星云棋牌官网下载   WULUNNANSHENGHAISHINVSHENG,ZHONGDIYINYUDOUJIAOWEIKUANHOUBAOMAN,GONGMINGYOULI,JIRENGANJUECHENGSHUWENDING,ZHIDEXINLAI。ZHEIJIUYOUZHUYUZHIJIECHUANDICHUYIZHONGGUANHUAIGANHEBUSUDEPINWEI。ZAIBIAODAZHONG,WOMENDESHENGYINGONGMINGDIANYEYAOJINLIANGPIANDI,XUNZHAOWEIZHILVEXIACHENDEGONGMING。YINDIAOYEYAOPINGWEN,BUSHIHEPIANGAO,YINSEBUYAOJIANRUIERYAOROUHE,YUSUXUHUANWEIWEIDAOLAI,LINGZHENGGEBIAODACHONGMANGANQING、YIYUNFENGHOU、GANRANLIQIANG,YOUXIAOXIYINSHOUZHONG。

                              二、用个性化的声音表达产品特色

                            星云棋牌官网下载   PINPAISHIYOUXINGGEDE。JIUXIANG“RENYIQUNFEN”,PINPAIDEZHICHIZHEYEDOUYUPINPAIHUOQIDAIBIAOCHANPINYOUZHEJIWEIXIANGSIDEXINGGETEZHENG。GUANGGAOWUYISHIYAOJIANGPINPAIDEZHEIZHONGFENGGETEDIANZUIZHIGUANSHENGDONGDIGAOSUXIAOFEIZHE,YIQIUZUIKUAISUDISHOUHUODAOSHUYUZIJIDEZHEIPIYONGDUN。BIRUBIAO1SUOLIEDEJIZHONGCHANPIN,QICHANPINTEDIANJIUSHIFENXIANMINGTUCHU。

                              表1 广告配音表达的品牌特色
                            表1 广告配音表达的品牌特色

                              ZHEILEICHANPINPUBIANLINGDONGXIANHUO,SHENZHIGUANGGAOCHANGCHANGSHIYONGDEBIAOXIANSHOUFASHINIRENHUA,YIZAIBIAODATONGLEIRENQUNGONGTONGDETEDIAN,YONGTAMENSUOSHIYONGDESHUOHUAFANGSHIGENTAMENSHUOHUA。ZHEIJIUYAOQIUGUANGGAODESHENGYINXINGXIANGXUTIEJINSHENGHUO,BIAODAPINPAIQIZHI。

                              PEIYINYUANYAOCONGSHUXICHANPINGUANGGAOCELVEKAISHI,ZHIXIAOCHANPINXIANGYAOZAIBENCIGUANGERGAOZHIZHONGGAOZHISHENMENEIRONG,GAOZHISHENMEREN。JIUSHANGWENBIAOGESUOTIJIDEJIZHONGCHANPINLAIJIANG,WANGLAOJILIANGCHAJISHIQIYONGLENANSHENG,YESHIRUOHUALEQISHENGYINDECIXINGERQIANGDIAOLEQISHENGYINDEPENGBOCHAOQIHELIDU。WAHAHAGENGSHIZHIJIEMONILETONGSHENG,XUGOULEYIGEGENGJIEJINERTONGDESHENGYINXINGXIANG。ERPINGGUOPINGBANHEHUIPUBIJIBENSHENZHIJINANSHENGJINXINGLESHENGYINDE“DANHUAZHUANG”,SHIJIEZOUJIAKUAI、YINDIAOGAOYANG,JISHENGYINZENGJIALETONGTOUDUHERELIEHUOPODEXINGGE,CHONGMANYIZHONGXIAOZHONGQUNTIDEZIXIN,LINGMUBIAOSHOUZHONGGANDAOSHUXIQINQIE,RONGYIJIESHOU。

                              TESEXIANMINGDECHANPINYIBANQINGKUANGXIAMUBIAOSHOUZHONGBIJIAOJIEJINNIANQINGRENQUN,SHENGYINWEIZHIDIAOZHENGDAOSHAOGAOCHU,KEYILINGSHENGYINTONGTOUDU、MINGLIANGDUZENGJIA,DUIYUYUSUDEBAWOYEKEYISHAOQINGKUAI、TIAOYUE,SHISHENGYINXINGXIANGHUOPOREQING。GONGMINGKEYIYIKOUQIANGGONGMINGWEIZHU,SHENZHIKEYIJIARUSHAOXUTOUQIANGGONGMING,ZHUYIBIANHUAXING,ZHUYICHUANDIXIBUQINGXU,ZHENGQUDAODACHAOLIUQIANDUANDEMUBIAOSHOUZHONGQUNTI。

                              三、用可辨识的声音树立品牌形象

                              YINSESHISHENGYINDEWULITEZHI,SHISHENGYINKEBIANSHIDEJIZHI。JUYOUTEDIANDESHENGYINWANGWANGXINGXIANGSHENGDONG,YINRENRUSHENG。LIRUHUOYUEYUGUANGGAOJIEDEYOUXIUPEIYINYUANSUNYUEBIN、LILIHONG、XUDONGYUDENG,TAMENDESHENGYINPUBIANBEISHOUZHONGYUDAXINGJITUANDEPINPAIXINGXIANGLIANXIZAIYIQI,XIANGZHONGGUOYIDONG、BAOMA、SHANGYEYINXINGDENG(JIANBIAO2)。SHENGYINDEKEBIANSHIDUBUJINJINSHIJIANDANDEGEXINGHUA。QIEJIWEIGEXINGHUAERQIU“YI”,FANSHENG“GUAI”。SHENGYINDEBIANSHIDUZAIGUANGGAOPEIYINZHONGQISHISHIPINPAIDERENZHIDU。

                              表2 广告配音员声音特点与品牌形象的完美结合
                            表2 广告配音员声音特点与品牌形象的完美结合

                              CONGBOYINXUEJIAODULAIJIANG,KEBIANSHIDESHENGYINYAOQIAOMIAOYUNYONGSHENGYINBENSHENYINSEHEPINPAIDETIEHEDUJINXINGCHUANGZUO。BINGZAICIJICHUSHANGTONGGUONEIWAIBUJIQIAODEQIAOMIAOSHEJI,YUNYONGDUTEDETINGLIAN、YUQI、ZHONGYINHEJIEZOU,KONGZHIYUYANDEZHANGLIHEDANXING,YIBIAODADUTEDEPINPAINEIHAN,YINRENRUSHENG。QIEJIWEILEXUANSHENGYIN,HULVELEGUANGGAOBENSHEN。YINWEIWULUNJIQIAODUOMEFENGFU、YINSEDUOMEDONGREN,GUIGENJIEDI,SHENGYINSHIWEIZUOPINFUWUDE。GUANGGAOPEIYINZHONG,SHENGYINDEYONGYIZAIYUZAIPINPAISHIYIDEJICHUSHANG,QUANSHI、SHUOMINGQIJIAZHI,YANYI、TISHENGQIXINGXIANG。ERZHEYIQIEDEGENBENSHISHENDURENSHIHEQINGGANQIAQIE。

                              四、结语

                              ZONGDELAISHUO,GUANGGAOPEIYINJIUSHIYIJUTIGANSHOUXINGZHIYUSHENGDEGUOCHENG,PEIYINYUANSHOUXIANYAOZIJIYONGXINGANSHOU,FUYUGUANGGAOYUYANYIBIEZHIDEMEILI。SUIRANBUJUNIYUXINWENBOYINZHONGDEGUIYINFASHENGFANGFA,DANSHIDUIYUYUYANDETESEHEBIANHUAQUEYOUHENGAODEYAOQIU。PEIYINYUANYAOYONGXIANHUODEYUYANYINDAOSHOUZHONGYONGXINGANSHOU。

                              参考文献

                              [1].曾志华.广告配音教程[M].北京:北京大学出版社,2007.
                              [2] .田园曲.电影电视配音艺术[M].北京:清华大学出版社,2012.
                              [3] .申鹤.广告配音:建立品牌形象的法宝[J].青年记者,2010(23):79-80.
                              [4] .黄合水.广告心理学[M].北京:高等教育出版社,2005.
                              [5] .雪琴.广告播音艺术[M].北京:北京广播学院出版社,2000.

                              孙艳.浅谈广告配音中的声音运用[J].视听,2019(11):158-159.
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