本文選題：電視廣告 + 電視標(biāo)版廣告��； 參考：《湖南師范大學(xué)》2012年碩士論文

【摘要】：目前,在我國(guó)電視媒體領(lǐng)域,電視節(jié)目和電視廣告是電視臺(tái)或頻道重要的組成部分,雙方的快速發(fā)展為電視媒體行業(yè)增色不少。但是電視廣告在發(fā)展過程中,存在一系列問題。隨著相關(guān)部門對(duì)媒體發(fā)展的相關(guān)規(guī)定日益規(guī)范,電視廣告處境日益尷尬,為了扭轉(zhuǎn)電視廣告的局面,新的電視廣告形式在媒體的深度挖掘下應(yīng)運(yùn)而生,他在一定程度上繼承了一般電視廣告的優(yōu)點(diǎn),克服部分不足,以新的姿態(tài)出現(xiàn)在同行和受眾面前,帶著十足的活力——他就是電視標(biāo)版廣告。作為新生代事物,往往不夠完善,在實(shí)際操作層面上存在一些不足�；诖�,本文落實(shí)到電視標(biāo)版廣告,探究他的內(nèi)在特性,探尋他存在的不足和問題,一方面能突破他僅以商品的形式出現(xiàn),缺乏藝術(shù)視覺感染力的缺陷；另一方面也能突破他僅以視覺藝術(shù)品的形式出現(xiàn),缺乏實(shí)際商業(yè)使用價(jià)值的不足。將媒體的視覺認(rèn)知上升到管理層面,充分體認(rèn)和實(shí)踐媒體主與廣告主的溝通行為,從而使標(biāo)版廣告既能達(dá)成其投放目標(biāo),又能符合頻道和欄目的價(jià)值追求,達(dá)到雙贏的效果。
[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.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：J524.3

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本文編號(hào)：1818968