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电视广告的优势在于:视听结合、形声兼备,有较强的渗透力和感染力;但要想使一则电视广告在众多的广告中脱颖而出,达到预期的传播效果并不是一件容易的事,除了适宜的投放时机、合理的时段安排、充足的播出数量等因素外,新颖、独特、巧妙的广告创意是非常重要的。电视广告创意的策略与手法有很多,本文探讨的是如何对电视广告进行情节化设计。 相似文献
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电视广告早已进入观众的视野,影响着人们的生活。广告的效应不仅是推介商品,而且还向人们传递社会和文化等方面的信息对人们的日常行为等方面产生影响。 一则设计新颖、具有思想深度和艺术感染力的电视广告, 相似文献
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电视广告，作为一种日益重要的广告形式，它的优势是其他平面媒体无可比拟的，具有较强的感染力和较快的传播速度，它有着巨大的宣传效果和广泛的影响力，但是我国当前的电视广告中依然存在着这样或那样的问题，本文 相似文献
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随着电视机在中国的普及,电视广告异军突起。优秀的电视广告能融广告、艺术、娱乐于一体,不仅能向公众完美地展示广告产品的形象,还能创设一种享用广告产品的美好的生活氛围。如“威力洗衣机(母亲篇)”、“南方黑芝麻糊”等,具有较强的感染力。电视广告一经出现,便发展迅猛,并很快成为广告业中最强有力的支柱。 一、我国电视广告的现状 1979年1月28日,上海电视台播出了我国电视史上的第一条电视商业广告——参桂补酒。3月15日,上海电视台又播出了第一条外商广告——瑞士雷达表。同年11月,中宣部批准新闻机构从事广告宣传,标志着中国电视商业活动的开始。 相似文献
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广告本是商品经济的产儿。在广告业中,新兴的电视广告以其特殊的传播优势成为商品经济的宠儿。目前,我国的电视广告虽然有了长足的发展,但还是刚刚从告白加证明式的信息传递过渡到具有一定艺术性的轨道上。尽管起步较晚,却也步履轻盈,发展较快。有些电视广告确实适应了时代的要求,渗透出浓厚的时代气息和强烈的艺术感染力,具有一定的欣赏价值和艺术价值。 相似文献
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电视广告资源如何创新？这是地方电视广告经营者急需解决的问题。它对未来电视广告经营的走向和发展举足轻重,战略意义不言而喻。本文针对地方电视台广告资源的创新和开发从方向和途径两个方面作了具体阐述。 相似文献
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电视媒体具有其他媒体无法比拟的发展潜力和优势。数字化时代对电视广告的运营提出了新的要求,本文首先分析了电视广告的优势,基于此论述了数字化时代背景下的电视广告运营创新策略。结果表明,利用数字技术开发新的广告产品、大力发展强档品牌栏目、创新广告经营和服务模式、转变营销模式等策略可以优化当前形势下的电视广告运营。 相似文献
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众所周知,电视广告是广告信息与电子媒介技术结合的产物,随着社会审美意识的提高和电视技术的不断改进,电视广告已成为众多广告形式中最具艺术特性的形式。那么,该如何表现电视广告呢?如今电视广告的结构形式犹如一只万花筒,异彩纷呈,美不胜收。究其形式不外乎:特质性商品的示范验证型; 相似文献
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本文讨论了在强制缔约条款缺位的情况下,如何确认用户与有线电视网络经营者的合同关系,从而要求后者履行相应的合同义务。 相似文献
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The paper is an attempt to analyse the role of Nigerian television (TV) journalists as major participants in mass information production, transfer, and, delivery. The analysis centres on the legal, political, economic, and cultural contexts in which the TV journalists operate, and the dangers, problems, and frustrations involved in this operation. It also analyses the strategic role of the TV and its impact as a medium of mass information. The paper concludes by analyzing how TV programming orientation has been skewed in favour of more literate urban and semi-urban populations, and how Nigeria's legal, political, economic, and cultural environments are unfavourable for conscientious and conscious TV journalists. It suggests that only when the TV journalists re-orient themselves and assert their right as people's conscience can they mobilize society for positive change. 相似文献
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Jonathan Ilan 《The Communication Review》2019,22(1):26-44
This paper follows the news routine of the daily evening news broadcasts of the two Israeli commercial TV channels. It is about a very particular and significant moment in national TV news—the making and gatekeeping process of the national TV news filler, also known by the Israeli news people as the shelf item. Based on a thematic analysis of in-depth interviews with several Israeli TV news professionals and a textual analysis of a particular TV news item and its shelf potential, findings provide a glimpse at how and for what reasons news stories are prioritized, how gatekeeping is performed in national TV news, and the ways in which the stories that are kept aside and left for later illustrate the overall production of newsworthiness. 相似文献
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This essay explores how the broadcasting industry and its audiences have responded to the introduction of new broadcast technologies, including color TV, UHF TV, VCRs, AM stereo, and stereo TV, and asserts that broadcasters and audiences have complementary roles in determining what will be introduced and accepted. The authors argue that broadcasters and government—as the representative of community and audience interests—need to play roles in setting standards for new technology based on the principle of promoting efficiency. 相似文献
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Social TV viewing is generally understood as a simultaneous act of watching TV and engaging in communication about the TV program with other TV viewers connected online. In response to the increasing popularity of this new TV viewing practice, the current study examined how individuals’ extrovert personality and loneliness influence social TV viewing experiences through the theoretical notion of social presence. An online survey was completed by 330 individuals. Results demonstrated that extrovert personality positively influenced social TV viewing experiences; it is important to note that this relationship was mediated by social presence. Loneliness itself was negatively related to social TV viewing experiences; however, this relationship was moderated by social presence. Specifically, when lonely people felt strong social presence, they enjoyed social TV viewing experiences. The findings provide theoretical implications for social TV research, the dynamic role of social presence, social enhancement model, and social compensation model. 相似文献
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This study employed an online survey (N = 310) to explore how viewers’ motivations for social TV participation influence their involvement in social TV activities, their program commitment, and network loyalty. Findings show that social infotainment and social companionship are the primary motivations of social TV participation. However, only social infotainment significantly predicts the intensity of viewers’ social TV usage, which has a positive influence on program commitment and network loyalty. Additionally, the relationship between social TV usage and network loyalty is partially mediated by program commitment. These findings demonstrate the value of social TV to broadcasters and provide directions for initiating and maintaining long-term relationships with viewers. 相似文献
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阿尔杜塞派的结构主义意识形态电视批评理论着眼于文本分析 ,认为文本中包含了社会再现系统。它使媒介批评走出了文化主义的阈限 ,从社会结构及其表现系统来看待电视的内结构和外结构 ,将电视文化由一般文本扩大到社会文本。从社会文本结构来研究电视 ,无论就研究视野还是研究方法 ,其影响是巨大的 ,它促成电视文化研究的文化主义和结构主义两种范式的融合 ,为电视研究开辟了新的道路 相似文献
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鲁连显 《浙江传媒学院学报》2004,11(1):22-26
电视危机的到来无法避免,主要基于两方面的原因:一是技术进步的必然结果,任何新兴的媒体必然以自身技术上的优势对旧有媒体形成冲击,互联网与电视的关系形象地说明了这点;一是当代电视所形成的文化品格,长期以来形成的电视的观念、电视和受众之间的关系也给电视自身的发展带来了危机. 相似文献
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寿文华 《浙江传媒学院学报》2003,10(3):13-14
随着体育事业和电视传播事业的发展,电视体育节目的播出量越来越大,电视体育节目对整个体育事业的发展起到了很大的促进作用,做出了不可磨灭的贡献。由于电视体育节目在我国的发展历史只有短短的二十多年,还处于摸索阶段,因而对电视体育节目进行分析研究,有助于找出电视体育节目的特点,从而使各电视台办好体育节目,满足人民群众不断增长的体育欣赏水平的需要。 相似文献