电视标版广告的特性及管理策略研究

发布时间：2018-04-29 07:21

本文选题：电视广告 + 电视标版广告　；参考：《湖南师范大学》2012年硕士论文

【摘要】：目前,在我国电视媒体领域,电视节目和电视广告是电视台或频道重要的组成部分,双方的快速发展为电视媒体行业增色不少。但是电视广告在发展过程中,存在一系列问题。随着相关部门对媒体发展的相关规定日益规范,电视广告处境日益尴尬,为了扭转电视广告的局面,新的电视广告形式在媒体的深度挖掘下应运而生,他在一定程度上继承了一般电视广告的优点,克服部分不足,以新的姿态出现在同行和受众面前,带着十足的活力——他就是电视标版广告。作为新生代事物,往往不够完善,在实际操作层面上存在一些不足。基于此,本文落实到电视标版广告,探究他的内在特性,探寻他存在的不足和问题,一方面能突破他仅以商品的形式出现,缺乏艺术视觉感染力的缺陷；另一方面也能突破他仅以视觉艺术品的形式出现,缺乏实际商业使用价值的不足。将媒体的视觉认知上升到管理层面,充分体认和实践媒体主与广告主的沟通行为,从而使标版广告既能达成其投放目标,又能符合频道和栏目的价值追求,达到双赢的效果。
[Abstract]:At present, in the field of TV media in our country, TV programs and TV advertisements are important parts of TV stations or channels, and the rapid development of both sides has greatly increased the quality of TV media industry. However, there are a series of problems in the development of TV advertisement. With the development of the relevant departments of the media regulations increasingly standardized, television advertising increasingly awkward situation, in order to reverse the situation of television advertising, the new form of television advertising came into being under the depth of the media mining. To some extent, he inherited the advantages of general television advertising, overcome some shortcomings, and appeared in front of his peers and audiences with a new attitude, with full vitality-he is the television standard ads. As a new generation of things, often not perfect, in the practical level there are some shortcomings. Based on this, this article implements the television standard edition advertisement, probes into his inherent characteristic, explores his existence insufficiency and the question, on the one hand can break through him only as the commodity form appears, lacks the artistic visual appeal flaw; On the other hand, it can break through the lack of practical commercial value. The visual cognition of the media is raised to the level of management, and the communication behavior between the media owner and the advertiser is fully recognized and practiced, so that the standard advertisement can not only achieve its target of delivery, but also accord with the value pursuit of channels and columns, and achieve a win-win effect.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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