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边用边学影视广告制作-王京起-人民邮电出版社.pdf
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边用边学影视广告制作-王京起-人民邮电出版社.pdf介绍

----------------------- Page 1-----------------------

教育部实用型信息技术人才培养系列教材 



                          王京起  等  编著 



                          李立华          审校 



     全国“信息技术及应用远程培训”教育工程组编 



                    人 民 邮 电 出 版 社 


----------------------- Page 2-----------------------

图书在版编目(CIP)数据  



边用边学影视广告制作  /             王京起等编著.—北京:人民邮电出版社,2001.10 

教育部实用型信息技术人才培养系列教材 



ISBN 7-115-09700-3 



I.边…      II.王…      III.广告—计算机辅助设计—教材  IV .J524.3 



中国版本图书馆CIP 数据核字(2001 )第067797 号 



                          教育部实用型信息技术人才培养系列教材 



                                   边用边学影视广告制作 



                      编    著       王京起     等 



                         审     校   李立华 



                         编         全国“信息技术及应用远程培训”教育工程组 



                         责任编辑      李振广 



                      人民邮电出版社出版发行                   北京市崇文区夕照寺街 14 号 

                         邮编  100061   电子函件  315@ pptph.com.cn 

                         网址  http://www.pptph.com.cn 

                         读者热线:010-67129212  010-67129211 (传真) 



                         北京汉魂图文设计有限公司制作 



                         北京          印刷厂印刷 



                         新华书店总店北京发行所经销 



                      开本:787×1092     1/16 



                         印张:21.75             彩插:2 



                         字数:523 千字             2001 年 10 月第 1 版 



                         印数:1 – 0 000 册        2001 年 10 月北京第 1 次印刷 



                                  ISBN 7-115-09700-3/TP ·2501 



                                         定价:       元 



                                                             010  67129223 

                   本书如有印装质量问题,请与本社联系 电话:(                        ) 


----------------------- Page 3-----------------------

                                内 容 提 要 



    影视媒体已经成为当今最为大众化、最具影响力的媒体形式之一。从好莱坞大片所创造 

的幻想世界到新闻所关注的现实生活,再到铺天盖地的电视广告,无一不深刻地影响着我们 

的生活。同时,影视制作的应用也从以前专业的影视制作扩大到电脑游戏、多媒体、网络、 

家庭娱乐等更为广阔的领域。影视行业专家以及影视兴趣者们现在可以利用手中的电脑来制 

作自己的影视节目。 

    本书配合教学光盘,详细介绍如何使用最为流行的影视编辑、处理软件,设计制作出各 

种极具视觉冲击力的影视广告作品。书中全面揭示当今电影、电视中广为应用的影视绝技效 

果的幕后制作技术,以典型的实例介绍影视广告的制作方法及实用的技巧,内容涉及三维动 

画、音频、绝技效果、转场、后期合成等。 

    本书适合计算机多媒体技术兴趣者使用,还可以供艺术类院校师生作为入门案例教程。 


----------------------- Page 4-----------------------

                           编 者 的 话 



    在计算机进入图形图像领域之前的很长时间,合成技术在影视广告的制作中 



就已经得到了广泛的应用,其合成效果也达到了较高的水平,这一点可以从很多 



好莱坞影片中那些令人眼花缭乱、难以置信的绝技镜头中得到充分的证明。随着 



计算机处理速度的提高以及计算机图像理论的发展,数字合成技术得到了日益广 



泛的应用。 



    所谓影视广告制作,就是利用实际拍摄所得到的素材,通过加入三维或二维 



动画片并使用合成手段制作绝技镜头,然后把镜头剪辑到一起,形成完整的影片, 



同时根据影片的内容为影片制作背景音乐及音效。影视工作者们正是在进行合成 



操作的过程中强烈地感觉到数字合成技术极大的便利性和手段的多样性。使用计 



算机制作的影视广告作品的效果比传统合成技术更加精美,更加不可思议,这成 



为推动数字影视广告技术空前发展的巨大动力。 



    本书主要运用案例讲解了影视制作的完整过程,并对案例的详细制作进行了 



分析和讲解,使读者轻松地成为具有一定专业常识的三维制作人员。 



    本书由王京起编写,仇爽、李立文、周贵龙、周觐、程明芬对大部分内容进 



行了检查和补充,李立华负责全书的统稿和审定。 



     由于时间仓促,书中不妥之处,恳请读者提出宝贵意见。 



                                                                      编著者 


----------------------- Page 5-----------------------

教育部实用型信息技术人才培训系列教材编辑委员会  



   (全国“信息技术及应用远程培训”(IT&AT)教育工程专家组) 



    主 任 委 员            侯炳辉(清华大学 教授) 



    委         员         (以姓氏笔划为序) 



                       甘仞初(北京理工大学 教授) 



                       吴文虎(清华大学 教授) 



                       陈 明(石油大学教授) 



                       陈 禹(中国人民大学教授) 



                       陈敏逊(上海交通大学教授) 



                       沈林兴(全国电子信息应用教育中央 高级工程师) 



                       傅丰林(西安电子科技大学 副校长、教授) 



                       彭 澎(首都经济贸易大学 副教授) 



                       蒋宗礼(哈尔滨工业大学 教授) 



                       赖茂生(北京大学 教授) 



                       戴国忠(中国科学院软件研究所 总工程师、研究员) 



    执 行 主 编            薛玉梅(全国“信息技术及应用远程培训”教育工程负责人 



                       教育部教育管理信息中央开发处处长 高级工程师) 



    执行副主编              于 泓(教育部教育管理信息中央) 



                       岳 锦(教育部教育管理信息中央) 


----------------------- Page 6-----------------------

                                 出版说明 



                                        



    信息化是当今世界经济和社会发展的大趋势,也是我国产业优化升级和实现 

工业化、现代化的关键环节,应在全社会范围内普及信息技术应用,加强信息资 

源的开发和利用。当今和未来的国际竞争,说到底是人才的竞争,要把培养人才 

作为一项重大的战略任务。我国目前的信息技术人才远远不能满意经济建设和信 

息产业发展的需求,信息人才的数量和质量与发达国家、甚至像印度一样的发展 

中国家相比都有一定的差距。因此,信息技术人才的匮乏正在成为制约我国信息 

产业和国民经济建设的瓶颈,特别是实用型信息技术人才的培养已经成为一个亟 

待解决的问题,如何利用现代化教育手段让更多的人接受到信息技术培训是摆在 

我们面前的一项重大课题。教育部非常重视发展我国现代远程教育事业,要求利 

用中国教育卫星宽带网,大力开展远程教育。  

    教育部教育管理信息中央与中国教育电视台利用教育部新开通的中国现代 

化远程教育卫星宽带多媒体传输平台共同启动了全国“信息技术及应用远程培 

训”教育工程(简称IT&AT教育工程)。此项工程的启动得到了有关领导的肯定, 

也的得到了社会各界人士的关心与支持。利用中国教育卫星宽带网,结合地面互 

联网使培训课程可以迅速传送到全国各地,特别对于西部、边远地区不失为一种 

经济、方便的培训形式。  

     “IT&AT教育工程”成立了由清华大学、北京大学、上海交大、信息产业部 

和中科院软件所等单位的信息技术领域的专家组成的专家组,规划教学大纲和实 

施方案,并在全国范围内建立了教学培训机构,开通了工程网站 

 (www.itat.com.cn)。  

     “IT&AT教育工程”以介绍最新的信息技术为主要内容,以短平快的方式培 

训信息技术人才,突出先进性和实用性。培训课程设置的指导思想是求新、求快、 

求实用、覆盖面广、方式灵活、扩展性强。鉴于信息技术的发展特点,该工程的 

培训计划完全是一个开放式的,具有及强的扩展性,培训课程可以随着信息技术 

的发展及时不断地进行更新和补充,不受任何限制。经工程专家组的多次研究讨 

论,确定在全国“IT&AT教育工程”的培训计划中共设置十八个技术类和若干个 

应用类,涵盖基础的字表处理到高层次的网络编程、网络管理、电子商务等。  

    工程还将有计划地从美国、印度等一些信息技术培训取得过成功经验的国家 

引进一些优秀原版的信息技术培训课程进行播出,力争使我们的培训与国际的信 

息技术培训接轨,培养出国际化的信息技术人才。  

     “IT&AT教育工程”被专家誉为“有教无类”的平民学校,其培训对象可具 

有不同知识结构、不同文化层次和不同需求的各类人员。一方面将满意广大公众 

对信息技术及应用技能的需求作为主要的培训目标,另一方面,也兼顾部分人员 

对最新的、最先进的信息技术的需求。工程还将根据不同行业对应用信息技术的 

特别需求进行专门培训。另外,工程也将面临就业的在校学生作为培训的重点对 

象,对他们进行就业前的实用技术培训,以使其能够迅速适应社会需求,谋的理 

想职位。  

     另外,工程将为大家提供由清华、北大等校著名高校教师和著名 IT 企业培 

训教师参与授课的各种课件。这些集图形、图象、声音、文字一体的教学课件有 

一部分是由教材编著者本人亲自授课。  


----------------------- Page 7-----------------------

    为使工程能够健康、顺利地发展,实施范围能够全面、迅速地铺开,工程将 

大力发展承担接受培训课程、组织教学的培训机构。由培训机构详细承担集体培 

训的工作,包括:组织收看培训课件、上机辅导、代理工程完成考试及发证等工 

作。通过考试的学员由工程颁发统一证书。获得证书的学员情况将随时在工程网 

站(www.itat.com.cn)上宣布,以备用人单位挑选。目前,已在中国人民大学、 

北京理工大学、上海交通大学、南京大学、兰州大学等学校建立了各类培训机构 

近 600 家,覆盖全国 30 个省、市、自治区。预计全年接受培训者达到 150 万人 

次。  

    为配合工程课件建设,我们组织有关专家编撰了本套系列教材,全套教材与 

中国卫星宽带网上播出的课件相对应,实用性、先进性是本套教材的鲜明特点, 

特别是对应用软件的介绍,多采用驱动法和实例分析法进行讲授,以达到学员边 

用边学,以用为主,循序渐进地掌握信息技术的目的。本套系列教材由众多具有 

丰富计算机教学和有培训工作经验的高校教师和专业人士撰写,其内容与体系结 

构适用于各种教学和培训,亦可作为自学教材。  

    本套教材由清华大学出版社、人民邮电出版社、机械工业出版社等相继出版。 

根据工程教材出版计划,到 2001 年底,将有近四十种教材出版发行,全套教材 

将汇集各方面的知识和技术内容,达八十余种。今后将根据信息技术的发展不断 

修改、完善、扩充,保持始终追踪信息技术发展的前沿。  

    全国“IT&AT教育工程”的宗旨是:以良好的服务赢得社会的普遍欢迎,努 

力使之成为全国规模最大、系统性最强、质量最好、而且最经济实用的国家级远 

程信息技术培训工程,培养出千千万万个实用性信息技术人才,为实现我国信息 

产业的跨越式发展作出贡献。  

      

                                   

                                     全国“IT&AT教育工程”负责人  

                                     系列教材执行主编    薛玉梅  

                                          2001.10.10  


----------------------- Page 8-----------------------

                                                                    目  录 



案例一               “空间探索”专题节目片头··················································································1 



第 1 章  制作前的准备工作··········································································································2 

        1.1     视频文件·························································································································2 

          1.1.1   视频制式······················································································································2 

          1.1.2   视频文件的格式··········································································································2 

        1.2     制作遮罩图片·················································································································4 

          1.2.1    图片的选取··················································································································4 

          1.2.2   制作第一幅遮罩图片··································································································5 

          1.2.3   制作第二幅遮罩图片································································································20 

       小结·······································································································································24 

第2 章  特别的文字效果············································································································25 

       2.1     Ulead COOL 3D              基本界面介绍 ··················································································25 

       2.2      用Ulead COOL 3D 来实现特别文字效果···································································28 

       小结·······································································································································51 

第 3 章  片头的完成····················································································································53 

       3.1      Adobe Premiere 6.0 的主要功能···················································································53 

       3.2      片头的完成···················································································································54 

          3.2.1   创建一个新的项目并输入素材·················································································55 

          3.2.2   在时间轴窗中装配素材····························································································60 

          3.2.3   预览片头效果············································································································62 

          3.2.4   在素材窗中整理素材································································································63 

          3.2.5   应用切换效果············································································································67 

          3.2.6   应用过滤效果············································································································72 

          3.2.7   预演切换和过滤等效果····························································································77 

          3.2.8   汇编和播放电影········································································································78 

          3.2.9   用视频打印方式来播放电影·····················································································81 

       小结·······································································································································82 



案例二  变幻的彩盒···············································································································83 



第4 章  制作所需的两个视频文件 ····························································································85 

       4.1      制作附近墙壁的源视频文件························································································85 

          4.1.1   相关素材的准备········································································································85 


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      边用边学影视广告制作 



         4.1.2    静态图片的预处理····································································································86 

         4.1.3    附近墙壁源素材的制作····························································································89 

         4.2   彩盒中央视频文件的制作 ·························································································109 

         4.2.1    相关素材的准备······································································································ 110 

         4.2.2    素材的预处理·········································································································· 110 

         4.2.3    彩盒中央视频源文件的制作··················································································· 112 

       小结·····································································································································124 

第 5 章  变幻的彩盒的完成······································································································125 

         5.1   标题字幕的制作·········································································································125 

         5.2   最终效果的完成·········································································································131 

       小结·····································································································································154 



案例三             纪念“黄蓉”专题节目 ······················································································155 



第 6 章          中间片段的制作··········································································································160 

         6.1   制作滚动的标题字幕·································································································160 

         6.2   制作运动的多画面“黄蓉”剧照··············································································167 

         6.2.1    静态图片的预处理··································································································168 

         6.2.2    制作运动的多画面剧照··························································································172 

         6.3   制作花卉的多画面运动显示效果··············································································184 

         6.3.1    图片的预处理··········································································································188 

         6.3.2    花卉图片的多画面运动显示效果···········································································191 

       小结·····································································································································203 

第7 章  案例三的完成··············································································································204 

         7.1   制作视频文件·············································································································204 

         7.2   音频素材的处理·········································································································224 

       小结·····································································································································235 



案例四             瞳孔中的世界········································································································237 



第 8 章  素材的准备··················································································································240 

         8.1   用超级解霸从VCD 中获取素材片段·······································································240 

         8.2   使用COOL 3D 来建立片头文件···············································································242 

         8.3   对音频素材进行格式转换 ·························································································259 

         8.3.1    将CD 转换为wav 格式··························································································260 

         8.3.2    将CD 转换为mp3 格式··························································································261 

         8.3.3    将其他格式的文件转换为mp3 或wav 格式··························································263 

       小结·····································································································································265 

第 9 章          电影“瞳孔中的世界”的最后制作···········································································266 

         9.1   建立用户自定义的项目设置······················································································266 

         9.2   建立一个计数器·········································································································269 



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                                                                                                                                        目录 



         9.3   建立一个黑屏素材·····································································································276 

         9.4   素材片段的截取·········································································································277 

         9.5   素材之间的连接和切换 ·····························································································280 

       小结·····································································································································296 



案例五  动作电影的制作····································································································297 



第 10 章  动作电影的制作········································································································299 

          10.1   动作片段的获取·······································································································299 

          10.2   建立颜色底纹和彩色色调栅栏素材········································································306 

          10.3   视频片段的预处理···································································································308 

          10.4   最终的处理···············································································································324 

       小结·····································································································································335 



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      案例一               “空间探索”专题节目片头 



    在影视制作中,最为简朴的就是有关节目片头的制作,这是因为在片头的制作中,主要使 



用静态的图片,而不是使用视频或音频文件,这就大大减轻了制作的复杂程度,便于初学者形 



成较为简洁明确的认识,从而有利于读者快速入门。 



    本部分所选择制作的节目片头的主题是“空间探索”。众所周知,现在的科学技术已经允许 



我们对于地球外的太空作进一步的探索与研究,各国的政府和科学家也正在致力于这一事业, 



以便为人类开拓更为美好和广阔的未来。为了提高广大科技兴趣者,尤其是培养广大青少年学 



生的科技意识,丰富他们在空间方面的知识,有关方面已经制作和推出了众多的相关节目,同 



样,我们制作的节目片头也是基于这样的考虑。 



    在这一片头的制作中,我们计划通过使用与主题有关的静态图片,对其进行加工,形成具 



有一定视觉冲击效果的图片,再搭配以适当的文字效果来达到表达节目主题的目的。本部分的 



有关章节就是遵循着这样的思路展开的。 



    在第 1  章中,我们进行了制作前所需的一系列准备工作。首先介绍了有关视频文件的概 



念,包括视频制式、视频文件的格式、有关的图形格式等,然后介绍了相关图片的选取原则,并 



用Adobe Photoshop 软件对筛选出的静态图片作了进一步的处理,使之具备一定的视觉效果。 



    在第2 章中,我们介绍和实现了特别的文字效果:旋转文字、滚动文字和发光文字等。 


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边用边学影视广告制作 



    在第3 章中,我们使用Adobe   Premiere   6.0 来完成了本例片头制作的最后工作。把不同的 



素材组合在一起,并应用切换以及过滤等绝技效果,最后得到符合我们预期效果的电影片头。 



– 2 – 


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