Abstract
在動畫產生後不久，人們很快就認識到了動畫的商業價值。我國於1922年便拍攝了第壹部動畫廣告《舒振東華文打字機》，作品的作者是 “萬氏兄弟”。他們在開拓動畫事業的道路上，發現了其應用於商業廣告上的價值。從此可以看出，動畫能給予商業廣告帶來的好處巨大而容易挖掘。
Soon after animation came into existence, people recognized its business value. There appeared the first animation advertisement named "Shu Zhendong Chinese Typewriter" in 1922 in our country, the authors of which were "the Wan Brothers". In developing animation, they found its value in business advertisement. We can see from it that animation can bring great benefits to business advertisement, which can be easily exploited.
廣告創意是動畫設計的核心。設計師為了使廣告更有吸引力，就要不斷尋找廣告的新創意來吸引、打動觀眾，達到良好的宣傳效果。創意方法是相互聯系、綜合運用的。只有綜合考慮，設計作品的創新才有深度。其實動畫廣告創意的方法還有很多，這就要求我們不斷地超越已有的思考方式對廣告主題、元素進行認真觀察。
The advertisement innovation is the core of animation designs. The designer has to find new innovation of advertisements continuously to attract and touch the audience and achieve good promotive effects. Innovative methods are cross-related and used synthetically. Only with comprehensive consideration can the innovation of designed works reach a certain depth. In fact, there are many ways of innovation for animation advertisements, which requires us to keep exceeding the existent thinking ways to observe carefully the advertisement themes and elements.
觀察事物不僅僅看表象，還要透過表象看到本質、意義、因果關系，同時還要對主題概念進行深度挖掘，這樣才會有新的發現，新的創造。動畫領域的高端技術、視覺沖擊，與廣告的創意能給人視覺沖擊與無限遐想。二者的結合有明顯三大優勢：
When we observe an object, we should not only look at its surface but also see its nature, significance and causal relationship through its surface while exploiting its theme to a certain depth so as to have new discoveries and creations. The high-tech, visual shock and the innovation of advertisements can bring people visual shock and endless imagination. There are three advantages with the combination of the two:
視覺上新鮮感——突破墻紙效應
創意上無限感——拋棄現實限制
風格上多元化——無限表達方式
Visual freshness - Breaking through the wallpaper effect
Unlimited creativeness - Abandoning the constraints of the reality
Style diversity - Unlimited ways of expression
以這三個優勢為基礎，我們將結合具體案例，將各種動畫形式在廣告中的具體情況以及不足進行詳細探討。
Based on the three advantages, we will, by illustrating specific cases, make a detailed discussion of the specifications and shortcomings of animation in the advertisements.
關鍵詞： 動畫 三維 比較 發展
Key words: animation; three-dimensional; comparison; development