我国电视广告的当代特征和发展策略

发布时间：2018-04-09 14:42

本文选题：电视广告　切入点：发展现状　出处：《山西大学》2012年硕士论文

【摘要】：目前,电视广告在人们的生活中扮演着非常重要的角色,电视以其强大的传播力和影响力,成为我们日常生活中一项重要内容,成为我们了解信息,提供娱乐的重要途径。只要打开电视,不管你喜欢与否,广告都会充斥着你的感官。电视广告是一个最能激发创造力和想象力的领域,在提供商品信息的同时,它带给我们视听的感受,让我们领略艺术的魅力。我们只有全面的、客观的了解广告的综合价值和对社会的影响,才能正确的利用广告,如果应用得当,电视广告将会在促进社会经济、提高工作效率、经济效益等方面发挥着巨大作用。本文第一部分对我国电视广告当前的发展状况进行了剖析,分别从社会经济环境、文化产业政策环境、技术环境、媒介环境来分析电视广告的发展现状。第二部分分析了我国电视广告的当代特征,主要从它的艺术性、时代性、引领性和数字技术渗透性来分析。艺术性中主要有诉求主题的变化、多元化艺术追求、理性化风格和功能变化；时代性主要是在大众文化背景下我国电视广告所体现的特点：商业化属性、技术复制性、后现代和娱乐休闲；引领性主要有传达新的生活态度、肩负强大的社会责任和引领消费观念,引导消费方式；数字技术的渗透性主要有数字化技术出现后电视广告所表现的特点：数字化、受众参与性和融合性。第三部分是针对我国电视广告的发展现状和当代特征,对今后的电视广告的发展提出的对策。主要有提高创作水平、提升社会文化意识、技术创新和品牌建设。这些都只是个人的建议,希望对电视广告的发展起到一定的参考作用。
[Abstract]:At present, TV advertisement plays a very important role in people's life. With its powerful communication power and influence, TV becomes an important content in our daily life, and an important way for us to understand information and provide entertainment.As long as you turn on TV, whether you like it or not, advertising will fill your senses.TV advertising is a field that can stimulate creativity and imagination. While providing commodity information, it brings us audio-visual feelings and makes us appreciate the charm of art.Only when we have a comprehensive and objective understanding of the comprehensive value of advertising and its impact on society can we use it correctly. If it is properly applied, television advertising will promote social economy and improve work efficiency.Economic benefits and other aspects play a great role.The first part of this paper analyzes the current development of TV advertising in China, respectively from the social and economic environment, the cultural industry policy environment, the technical environment, the media environment to analyze the current situation of the development of television advertising.The second part analyzes the contemporary characteristics of TV advertising in China, mainly from its artistic, epochal, leading and digital technology penetration.In the art, there are mainly the change of the appeal theme, the diversified artistic pursuit, the rational style and the function change; the epochal nature is mainly the characteristic of the TV advertisement in our country under the popular culture background: the commercialized attribute, the technology replicability, and so on.Postmodernism and entertainment and leisure, leading mainly to convey a new attitude to life, shoulder strong social responsibility and lead consumption concept, guide consumption mode;The penetration of digital technology mainly includes the characteristics of TV advertising after the emergence of digital technology: digitalization, audience participation and integration.The third part is the countermeasures to the development of TV advertisement in the future according to the present situation and contemporary characteristics of TV advertisement in our country.There are mainly to improve the level of creation, enhance social and cultural awareness, technological innovation and brand building.These are only personal suggestions, hoping to play a certain reference to the development of television advertising.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8

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