民族元素在电视广告中的运用

发布时间：2018-05-11 00:07

本文选题：电视广告 + 民族　；参考：《西安建筑科技大学》2009年硕士论文

【摘要】： 民族元素是一个十分广泛的范畴,不仅包含民族风俗习惯、民族精神还包括各民族独有文化的传承。因此,在电视广告中运用民族元素必须要慎重。由于任何广告的受众都有其民族归属,并且溶于特定的文化背景之中,所以在电视广告中不能不涉及民族元素,唯其如此方能在广告和受众之间产生情感共鸣,进而达到广告的目的。电视广告自产生之日起,即以特定的人群为其受众。电视广告必须理解重视消费者的感受,消费者的感受不仅仅在于对于产品的认识,也在于对品牌人文与社会价值的认同。在面对某一特定民族群体,广告中使用其民族符号元素,可以激发广告受众的民族情绪,更易引起情感上的共鸣,并赋予品牌亲和力,进而获得一定的竞争力,完成营销目标。由于其面对的受众皆有其民族属性,因此电视广告的方方面面无论是策划、创意、制作都无法忽视受众所属的民族特征,民族元素由此成为电视广告所无法忽视的命题。民族的就是世界的。按照这句话的说法,民族元素用得巧妙,那将是一种世界性的视觉语言,任何人都能领会到的画面。民族的不等于是国际的,但国际的肯定是包含着民族的。电视广告是综合表现能力很强的艺术之一,民族元素也就需要进行综合运用,但民族元素不等于电视广告,它只是电视广告运用的元素之一。在电视广告的视觉语言、听觉语言结构中创造性地运用民族元素,创造出新颖的、独特的表现结构形式,最终才可以创作出具有关联性、原创性、震撼性的电视广告作品,广告作品才能在激发人们审美动机的同时,激发起人们的购买欲望,实现广告传播的目的。本文在分析民族元素的个性和电视广告的特点基础上,着力探讨民族元素对于电视广告之影响,希冀中国电视广告在民族文化为本的基础上,吸收借鉴西方先进广告的创意理念,实现中国民族特点和西方世界先进广告创意经验的完美结合。
[Abstract]:National element is a very broad category, including not only national customs and habits, but also national spirit including the inheritance of the unique culture of each nationality. Therefore, the use of national elements in television advertising must be cautious. Because the audience of any advertisement has its own national affiliation and is dissolved in a specific cultural background, it cannot but involve national elements in the television advertisement. Only in this way can it produce emotional resonance between the advertisement and the audience. In order to achieve the purpose of advertising. Television advertising since the date of production, that is, a specific audience for its audience. TV advertising must understand and attach importance to the feelings of consumers, which lies not only in the understanding of the products, but also in the recognition of the humanistic and social values of the brands. In the face of a particular ethnic group, the use of its national symbol elements in advertising can stimulate the national feelings of the advertising audience, more easily cause emotional resonance, and give the brand affinity, and then obtain a certain competitiveness, and achieve marketing goals. Because the audience it faces has its national attribute, so every aspect of TV advertisement can not ignore the national characteristics of the audience, so the national elements can not be ignored by TV advertisement. The nation is the world. According to this phrase, the national element is used skillfully, it will be a worldwide visual language, anyone can understand the picture. National is not equal to international, but international certainly contains a nation. Television advertising is one of the arts with strong comprehensive performance ability, and the national elements need to be used comprehensively. However, the national elements are not equal to the television advertisements, it is only one of the elements of the television advertising application. In the visual language and auditory language structure of TV advertisement, the national elements are creatively used to create a novel and unique form of expression structure, and finally, the TV advertisement works with relevance, originality and shock can be created. Advertising works can stimulate people's aesthetic motivation, stimulate people's desire to purchase, and achieve the purpose of advertising communication. On the basis of analyzing the personality of national elements and the characteristics of TV advertisements, this paper focuses on the influence of national elements on TV advertisements, and hopes that Chinese TV advertisements will be based on national culture. Absorb and learn from the creative ideas of the western advanced advertising, and realize the perfect combination of the Chinese national characteristics and the western advanced advertising creative experience.
【学位授予单位】：西安建筑科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8

【参考文献】