本文選題：電視廣告　切入點(diǎn)：發(fā)展現(xiàn)狀　出處：《山西大學(xué)》2012年碩士論文

【摘要】：目前,電視廣告在人們的生活中扮演著非常重要的角色,電視以其強(qiáng)大的傳播力和影響力,成為我們?nèi)粘Ｉ钪幸豁?xiàng)重要內(nèi)容,成為我們了解信息,提供娛樂(lè)的重要途徑。只要打開(kāi)電視,不管你喜歡與否,廣告都會(huì)充斥著你的感官。 電視廣告是一個(gè)最能激發(fā)創(chuàng)造力和想象力的領(lǐng)域,在提供商品信息的同時(shí),它帶給我們視聽(tīng)的感受,讓我們領(lǐng)略藝術(shù)的魅力。我們只有全面的、客觀的了解廣告的綜合價(jià)值和對(duì)社會(huì)的影響,才能正確的利用廣告,如果應(yīng)用得當(dāng),電視廣告將會(huì)在促進(jìn)社會(huì)經(jīng)濟(jì)、提高工作效率、經(jīng)濟(jì)效益等方面發(fā)揮著巨大作用。 本文第一部分對(duì)我國(guó)電視廣告當(dāng)前的發(fā)展?fàn)顩r進(jìn)行了剖析,分別從社會(huì)經(jīng)濟(jì)環(huán)境、文化產(chǎn)業(yè)政策環(huán)境、技術(shù)環(huán)境、媒介環(huán)境來(lái)分析電視廣告的發(fā)展現(xiàn)狀。 第二部分分析了我國(guó)電視廣告的當(dāng)代特征,主要從它的藝術(shù)性、時(shí)代性、引領(lǐng)性和數(shù)字技術(shù)滲透性來(lái)分析。藝術(shù)性中主要有訴求主題的變化、多元化藝術(shù)追求、理性化風(fēng)格和功能變化；時(shí)代性主要是在大眾文化背景下我國(guó)電視廣告所體現(xiàn)的特點(diǎn)：商業(yè)化屬性、技術(shù)復(fù)制性、后現(xiàn)代和娛樂(lè)休閑；引領(lǐng)性主要有傳達(dá)新的生活態(tài)度、肩負(fù)強(qiáng)大的社會(huì)責(zé)任和引領(lǐng)消費(fèi)觀念,引導(dǎo)消費(fèi)方式；數(shù)字技術(shù)的滲透性主要有數(shù)字化技術(shù)出現(xiàn)后電視廣告所表現(xiàn)的特點(diǎn)：數(shù)字化、受眾參與性和融合性。 第三部分是針對(duì)我國(guó)電視廣告的發(fā)展現(xiàn)狀和當(dāng)代特征,對(duì)今后的電視廣告的發(fā)展提出的對(duì)策。主要有提高創(chuàng)作水平、提升社會(huì)文化意識(shí)、技術(shù)創(chuàng)新和品牌建設(shè)。這些都只是個(gè)人的建議,希望對(duì)電視廣告的發(fā)展起到一定的參考作用。
[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.
【學(xué)位授予單位】：山西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F713.8

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