短视频公益广告中的色彩节奏与视觉张力设计研究

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A Study on Color Rhythm and Visual Tension Design in Short Video Public Service Announcements

/WangQinghe/NanjingXiaozhuangUniversity

Abstract： With the popularization of mobile internet and therapid developmentof shortvideo platforms，shortvideo public serviceannouncements （PSAs）have become animportant medium forsocial welfare communication.Compared to traditional broadcastmedia，shortvideoPSAs，withtheirimmediacyandinteractivityinnarrativeandcommunicationmethods，awel as theircolorrhythmandvisualtension，canquicklyatractaudienceatentionandevokeemotionalresonance，significantly improvingcommuicationeffectivenessTherefore，this paperanalyzesthemediacharacteristicsandcolordesignrequirements of short video PSAs，and explores the design strategies ofcolor rhythm from the perspectives of theme positioning，rhythm changes，and audiencepsychology.It also examines methodsforconstructing visual tension inshort video PSAs from the perspectivesofcomposition design，visualelements，anddynamic efects，aiming toenhance thecommunicationefectiveess and social impact of public service announcements.

Keywords：ShortVideo;Public Service Announcement;ColorRhythm;Visual Tension

0 引言

在移动互联网和人工智能技术的助力下，具有碎片化传播、交互性强、即时反馈等特性的各类短视频平台快速崛起，打破了传统媒体信息传播载体固化、被动接受信息、传播时效滞后等固有局限，让信息的传播更加高效、精准且富有感染力。（剩余6731字）