电视栏目个性化包装研究
发布时间：2018-07-13 08:03
【摘要】： 随着科技的发展,在当今社会电视已经成为文化传媒中传播最广最快、对人们的思想意识和生活方式影响最大的艺术创造和文化传播方式之一。有线电视传输网络的发展速度非常迅猛,电视产业之间的竞争也越来越激烈。虽然电视是人们获取信息最快的、最直观的传播方式之一,但是它并不是人们获取咨询的唯一途径。要吸引更多的观众,电视台就必须推出好的精品栏目,突出电视自身的优势和特点,打造精品栏目。好的栏目就需要为它制作出一套独特的包装,这一点是必不可少的也是至关重要的。人们随着对物质生活的提高,对精神生活的要求也越来越高,只有好的栏目才是观众所需求的。那么,电视栏目的包装也是必不可少的,这在现在的影视、广告界也是最常用的一个概念。面对整个国际市场,竞争是非常残酷的,电视制作人也开始对栏目的包装提出了更高的要求,不仅在栏目外包装上要大气、美观、有视觉冲击力,还必须体现栏目的个性,形成统一鲜明的频道特色。 电视栏目包装是一个实践性很强的课题,与市场经济紧密结合,如果只从理论上去研究它是远远不够的,还需要与社会实践相结合,深入到其内涵和本质上去。 本文将深入的探讨体现电视栏目包装个性化的各个方面,通过分析现在的一些比较典型的电视栏目案例来进行总结。每个栏目所要表达的内容和栏目特点都不一样,要突出其特点就必须采用新颖的包装形式,起到对电视栏目进行整体包装和宣传的作用。我国目前的电视栏目包装还处于发展之中,本文将通过对现有的电视栏目来进行分析,总结出电视栏目包装中存在的问题,找出造成其现象的具体原因,并归纳出解决问题的有效途径。 文章开头介绍了论文的背景,概括了电视栏目包装的现状及研究本课题的目的和意义,对国内外电视栏目包装现状进行了分析。第一章简要介绍了电视台的各种播出内容的最终形式,讲述了电视栏目化的概念及电视栏目测试应注意的一些事项,在制作中广泛采用的项目管理办法。第二章简要说明了电视栏目包装的必要性。随着我国市场经济的不断发展,电视产业逐步纳入了市场轨道,包装的重要性已经突显出来。突出本文从市场的需要,有效提高栏目形象的途径以及栏目成熟的标志来进行介绍。第三章阐述了栏目包装发展到今天所面临的一些问题和存在的不足,点明了最大的问题是过分强调视觉包装,而忽视了其他的因素。第四章根据前面的分析,介绍了一般电视栏目包装的策略和个性包装的原则。第 五章根据分析现有栏目的包装,总结出个性化栏目包装的具体措施和宣传方式。第六章叙述了电视栏目包装的发展趋势,并强调好的栏目离不开好的策划和包装。第七章针对国外和国内外几个比较典型的栏目做出了分析,笔者对所做出的研究做出了总结。
[Abstract]:With the development of science and technology, television has become one of the most widely and fastest cultural media, which has the greatest influence on people's ideology and life style. The development of CATV transmission network is very fast, and the competition between TV industry is more and more fierce. Although television is one of the fastest and most intuitive ways to get information, it is not the only way to get advice. In order to attract more viewers, TV stations must launch good quality columns, highlight the advantages and characteristics of television itself, and create high-quality columns. A good column needs to produce a unique package for it, which is essential and essential. With the improvement of material life, people have higher and higher demands on spiritual life. Only good columns are needed by the audience. So, the package of TV column is also essential, this is now film, advertising is also the most commonly used concept. In the face of the entire international market, the competition is very cruel. TV producers have also begun to put forward higher requirements for the packing of columns. Not only must the columns have atmosphere, beauty, visual impact on the outer packaging, but they must also reflect the individuality of the columns. Form a unified and distinct channel characteristics. TV column packaging is a very practical subject, which is closely combined with market economy. It is not enough to study it in theory, but it is also necessary to combine it with social practice to go deep into its connotation and essence. This paper will deeply discuss the aspects of individuation of TV column packaging, and summarize some typical TV column cases. The contents and characteristics of each column are different. In order to highlight its characteristics, it is necessary to adopt a novel packaging form and play a role in the overall packaging and propaganda of TV columns. China's current TV column packaging is still in the process of development. This paper will analyze the existing TV columns, summarize the problems in TV column packaging, and find out the specific reasons for the phenomenon. And summed up the effective way to solve the problem. At the beginning of the article, the background of the paper is introduced, the present situation of TV column packaging and the purpose and significance of the research are summarized, and the present situation of TV column packaging at home and abroad is analyzed. The first chapter briefly introduces the final form of various broadcasting contents of TV station, and describes the concept of TV column, some items that should be paid attention to in the test of TV column, and the project management method widely used in production. The second chapter briefly explains the necessity of TV column packaging. With the development of market economy in our country, the TV industry has been brought into the market orbit step by step, and the importance of packaging has been highlighted. This paper highlights the needs of the market, effective ways to improve the column image and the signs of column maturity. The third chapter expounds some problems and shortcomings that column packaging faces to today, and points out that the biggest problem is over-emphasizing visual packaging, but neglecting other factors. The fourth chapter, according to the previous analysis, introduces the general TV column packaging strategy and the principles of personality packaging. According to the analysis of the existing column packaging, the fifth chapter summarizes the specific measures and publicity methods of personalized column packaging. The sixth chapter describes the development trend of TV column packaging, and emphasizes that good column can not be separated from good planning and packaging. The seventh chapter analyzes several typical columns at home and abroad, and the author summarizes the research.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：G229.2
本文编号：2118719
[Abstract]:With the development of science and technology, television has become one of the most widely and fastest cultural media, which has the greatest influence on people's ideology and life style. The development of CATV transmission network is very fast, and the competition between TV industry is more and more fierce. Although television is one of the fastest and most intuitive ways to get information, it is not the only way to get advice. In order to attract more viewers, TV stations must launch good quality columns, highlight the advantages and characteristics of television itself, and create high-quality columns. A good column needs to produce a unique package for it, which is essential and essential. With the improvement of material life, people have higher and higher demands on spiritual life. Only good columns are needed by the audience. So, the package of TV column is also essential, this is now film, advertising is also the most commonly used concept. In the face of the entire international market, the competition is very cruel. TV producers have also begun to put forward higher requirements for the packing of columns. Not only must the columns have atmosphere, beauty, visual impact on the outer packaging, but they must also reflect the individuality of the columns. Form a unified and distinct channel characteristics. TV column packaging is a very practical subject, which is closely combined with market economy. It is not enough to study it in theory, but it is also necessary to combine it with social practice to go deep into its connotation and essence. This paper will deeply discuss the aspects of individuation of TV column packaging, and summarize some typical TV column cases. The contents and characteristics of each column are different. In order to highlight its characteristics, it is necessary to adopt a novel packaging form and play a role in the overall packaging and propaganda of TV columns. China's current TV column packaging is still in the process of development. This paper will analyze the existing TV columns, summarize the problems in TV column packaging, and find out the specific reasons for the phenomenon. And summed up the effective way to solve the problem. At the beginning of the article, the background of the paper is introduced, the present situation of TV column packaging and the purpose and significance of the research are summarized, and the present situation of TV column packaging at home and abroad is analyzed. The first chapter briefly introduces the final form of various broadcasting contents of TV station, and describes the concept of TV column, some items that should be paid attention to in the test of TV column, and the project management method widely used in production. The second chapter briefly explains the necessity of TV column packaging. With the development of market economy in our country, the TV industry has been brought into the market orbit step by step, and the importance of packaging has been highlighted. This paper highlights the needs of the market, effective ways to improve the column image and the signs of column maturity. The third chapter expounds some problems and shortcomings that column packaging faces to today, and points out that the biggest problem is over-emphasizing visual packaging, but neglecting other factors. The fourth chapter, according to the previous analysis, introduces the general TV column packaging strategy and the principles of personality packaging. According to the analysis of the existing column packaging, the fifth chapter summarizes the specific measures and publicity methods of personalized column packaging. The sixth chapter describes the development trend of TV column packaging, and emphasizes that good column can not be separated from good planning and packaging. The seventh chapter analyzes several typical columns at home and abroad, and the author summarizes the research.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：G229.2
【引证文献】
相关硕士学位论文 前3条
1 张强;电视媒介形象构成要素的实证研究[D];电子科技大学;2010年
2 王妮娜;电视标版广告的特性及管理策略研究[D];湖南师范大学;2012年
3 张颖;论CCTV-4中文国际频道形象的建构与传播[D];中央民族大学;2013年
，本文编号：2118719
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