本文選題：電視廣告 + 民族　； 參考：《西安建筑科技大學(xué)》2009年碩士論文

【摘要】： 民族元素是一個十分廣泛的范疇,不僅包含民族風(fēng)俗習(xí)慣、民族精神還包括各民族獨有文化的傳承。因此,在電視廣告中運用民族元素必須要慎重。由于任何廣告的受眾都有其民族歸屬,并且溶于特定的文化背景之中,所以在電視廣告中不能不涉及民族元素,唯其如此方能在廣告和受眾之間產(chǎn)生情感共鳴,進(jìn)而達(dá)到廣告的目的。 電視廣告自產(chǎn)生之日起,即以特定的人群為其受眾。電視廣告必須理解重視消費者的感受,消費者的感受不僅僅在于對于產(chǎn)品的認(rèn)識,也在于對品牌人文與社會價值的認(rèn)同。在面對某一特定民族群體,廣告中使用其民族符號元素,可以激發(fā)廣告受眾的民族情緒,更易引起情感上的共鳴,并賦予品牌親和力,進(jìn)而獲得一定的競爭力,完成營銷目標(biāo)。由于其面對的受眾皆有其民族屬性,因此電視廣告的方方面面無論是策劃、創(chuàng)意、制作都無法忽視受眾所屬的民族特征,民族元素由此成為電視廣告所無法忽視的命題。 民族的就是世界的。按照這句話的說法,民族元素用得巧妙,那將是一種世界性的視覺語言,任何人都能領(lǐng)會到的畫面。民族的不等于是國際的,但國際的肯定是包含著民族的。 電視廣告是綜合表現(xiàn)能力很強(qiáng)的藝術(shù)之一,民族元素也就需要進(jìn)行綜合運用,但民族元素不等于電視廣告,它只是電視廣告運用的元素之一。在電視廣告的視覺語言、聽覺語言結(jié)構(gòu)中創(chuàng)造性地運用民族元素,創(chuàng)造出新穎的、獨特的表現(xiàn)結(jié)構(gòu)形式,最終才可以創(chuàng)作出具有關(guān)聯(lián)性、原創(chuàng)性、震撼性的電視廣告作品,廣告作品才能在激發(fā)人們審美動機(jī)的同時,激發(fā)起人們的購買欲望,實現(xiàn)廣告?zhèn)鞑サ哪康摹?本文在分析民族元素的個性和電視廣告的特點基礎(chǔ)上,著力探討民族元素對于電視廣告之影響,希冀中國電視廣告在民族文化為本的基礎(chǔ)上,吸收借鑒西方先進(jìn)廣告的創(chuàng)意理念,實現(xiàn)中國民族特點和西方世界先進(jìn)廣告創(chuàng)意經(jīng)驗的完美結(jié)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.
【學(xué)位授予單位】：西安建筑科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F713.8

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本文編號：1871512