電腦動作控制攝影系統的廣告影像表現研究

The Image Expression of Commercial Films Made by Motion Control Camera System

李貞儀(Jen-Yi Li)

指導教授 ： 趙寧

國立臺灣師範大學/科技學院/圖文傳播學系/碩士(2003年)

摘要

MOCO是一種介於拍攝與後製間的一種特效工具，更是機械工程理論的創新應用，在國外電影、廣告、MTV拍攝使用MOCO技術已經相當成熟，甚至早在1977年的〈星際大戰〉電影中就已經成功地應用而聲名大噪，而其使用地區遍佈全球。亞洲部分方面，近期香港的知名電影如周星馳的〈少林足球〉等也使用此技術拍攝，但在台灣近年來才開始有製作公司引進設備，因為市場規模不大加上台灣電影產業的不景氣，因此在台灣主要是用來拍攝廣告與MTV。
當一個新科技的傳入必定會面臨許多傳布推廣的問題，再加上台灣影視製作特殊的環境因素與從業人員創意的瓶頸使然，MOCO這樣較有深度與高門檻的影視技術便不易使人充分理解與接近，許多的創意人員在看國外的廣告作為創意來源時，卻不知道這樣的鏡頭運用需要哪種視覺特效的技術概念才能完成，MOCO便是其中之一。本研究期望能將MOCO之特性在台灣影視製作上能夠充分發揮運用，促使更多高品質與創意的影像作品產生，本研究前導部分先使用訪談法與參與觀察瞭解台灣MOCO的使用狀況與廣告影像表現。主要研究部分則使用內容分析法為研究工具來歸納整理出研究結果，並邀請國內MOCO的專家，擔任本次研究的編碼員與分析員進行研究，對使用MOCO的廣告樣本做影像與應用上的編碼統計與分析。
前導研究結果顯示，國內使用MOCO拍攝的廣告影像表現漸趨多元，影片的合成概念日漸需要，題材傾向科技感與虛實結合的畫面，使用MOCO拍攝有其一定的必要性，而其與人工拍攝的差異性也值得探討。內容分析法統計結果顯示，使用MOCO的廣告類型多為高預算、科技時尚題材以及創作自由空間大的作品，影像表現使用上還是傳統的典型用法：重複路徑佔最多，但也漸漸有許多新的影像表現方式，各影像表現彼此間的搭配也很多元化。此外，MOCO的特殊影像風為：複雜的運鏡、虛實結合與乾淨俐落的風格呈現，國內外的發展與運用上，因為國內銜接國外成熟的經驗，因此已經漸漸嘗試許多新的表現手法，因此在影像表現的分佈與發展上差異不大，不過使用MOCO在影像的精緻度與靈活運用方面，台灣還是需要跟國外多作學習與改進。

關鍵字

電腦動作控制攝影系統 ； 廣告影像表現 ； 特效 ； 內容分析法

並列摘要

Motion Control Camera System is used as a special effect technique between production and post-production. It is also a new application of mechanical engineering theory. Motion Control Camera System is a mature technique in the production of movie, commercial films, and music videos. Since it’s first use in the 〈Star War〉in 1977, Motion Control Camera System has been very famous because of this movie’s success. Afterwards, Motion Control Camera System is used all over the world. In Asia, it is used in the Hong Kong director Zhou Shin-chi’s latest work 〈Shoa-Lin Football〉. In Taiwan, Motion Control Camera System equipments has been imported by production companies recently. But it’s only used in commercial films and production of music videos. The economic scale of motion picture market is not big enough, because of the movie industry’s recession.
Surely, there are many problems in the diffusion of a new innovation. The environment and employment in Taiwan’s video production have come to a bottleneck. To use the production technology, like Motion Control, supposed to need more relative knowledge to understand and access. Most advertising personal usually didn’t know that Motion Control Camera System is used in these commercial films.We hope that Motion Control Camera System could be used universally and more high quality and creative video products will be produced in Taiwan. This research focuses on the history and technology application, equipment, and the development of Motion Control Camera System. The research method will be content analysis. This research will ask the local experts of Motion Control Camera System as item encoders. They will analysis the image style and application of the sample commercial films.
The research found that the expression of commercial films made by MOCO is diversity, and the concept of image composition is more and more important. It is necessary to use MOCO because of the difference between MOCO and traditional production. The genres of commercial films made by MOCO are high budget, technology and fashion style, and non-limited in creation. The special expression styles of MOCO are complicated shots, combined with mirage and reality, and the shot movements of MOCO are clean and fast, too. In Taiwan, the typical expression styles used in commercial films are closed to those in foreign commercial films. Though the staffs of MOCO learn a lot of foreign experience, they still need to enforce other aspects, like the image elaboration and machine agility.

並列關鍵字

Motion Control ； Advertising Image Expression ； Special Effect ； Content Analysis