摘 要
随着计算机软、硬件技术的迅速发展，电脑动画技术日趋完善，在很短的时间内经历了从无到有，从简单制作到真实表现的过程。现代艺术已由视觉静态转移到视觉动态上来，动画被广泛应用于广告、建筑、美术、教育、娱乐等领域。如今，电脑动画已能模拟出真实的产品形象，使产品的外形、应用等得到一个动态的展示。
本文通过介绍动画的概念、广告设计的要点，展示三维动画在广告设计中的作用及其发展前景。同时，文章还从实际角度入手，以一个汽车广告为例，说明了设计动画广告的思路，包括可行性分析和工具选择的问题。最后，文章还描述了实现汽车广告的全过程，其中包括建模的具体过程、材质选择的问题、灯光的作用、动画的设定方法以及渲染和后期制作的要点。利用3D动画广告取代传统广告，可以使广告更加具有表现力和感染力。
丰田 iq关键词：动画设计；广告；3ds Max
Abstrac哈尔滨加油站t
With the development of technology of hardware and software of computer, animation technology is becoming more and more advanced. From nonexistence to existence, from simple work to real representation, Animation technology experienced great changes within a short period. Modern arts has already changed from static vision to dynamic vision, now, there is a wide appliance of animation technology in all sorts of fields, including advertising, architecture, art, education and entertainment. At present, computer animation is able to simulate real appearance of product, making it feasible to show the outlook and appliance of product in a dynamic way.
By introducing the concept of animation technology and key points in designing advertisement, this paper let readers understand the effects of computer animation in advertising and its development prospects. Meanwhile, this paper explain the principle of designing animation advertisement by introducing a car advertisement form a practical prospective, including feasibility analysis and option of tools. At last, the whole process of
realizing the car advertisement is described, including the specific model building, material choice making, effects of lighting, setting animation and key points in rendering and after-effects making. It will make advertisement become more attractive and impressive to use animation advertisement instead of traditional advertisement.
Key words: Animation design; advertisement; 3ds Max
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