【作者】 张宁；

【导师】 阿伦娜；

【作者基本信息】 内蒙古师范大学 ， 设计艺术学， 2009， 硕士

【摘要】 中国电视广告从1979年发展至今将近三十年,硬件环境有了天翻地覆的变化,但软件也就是我们的电视广告创意是否也能承担“三十而立”的责任呢?让广告信息在受众脑海中留下深刻印象,是否只有通过喋喋不休、不厌其繁的重复播放才能达到目的;是否只有借助文体明星的人气提升才能起到作用;是否只有利用美女帅男的煽情表演才算吻合时代潮流;面对中国当今电视广告表现的大体框架,我有了越来越多的困惑。面对逐步对电视广告闭目视听、厌倦日重的广告大众,我们应该静下心来好好思考一下。互联网等新兴媒体这些外在因素对电视广告的冲击,我们无法左右。但可以加强电视广告的创意表现,不要一味以强制、重复、说教的方式,强加于消费者。我国当今的绝大多数电视广告则似看图解说、自我标榜、元素啰嗦，看似充分利用了广告空间,实际是个大杂烩。一个好的电视广告创意应该单纯便于记忆,给人好感并以认同,在不违背为产品吆喝叫卖“本分”的基础上,真正从洞察消费者的喜好做起,不要浮于表面效果,而耐心的一步一步剖开产品表面特征的浮尘,去发现它独特的内核,去追求创意的原则与个性。更多还原

【Abstract】 Since 1979, the TV advertising in China has developed for almost 30 years. Hardware environment has changed tremendously, but can the software, namely the TV advertising originality, be responsible for the duty of“being independent at the age of thirty”? It is still a question whether making advertising information leave deep impression on the public can only be realized by the means of twitter or being televised repeatedly, whether it can only function with the aid of increasing the popularity of the stars in recreation or sports, and whether it can only work by making use of the exciting performance to agree with the current of the times. I am increasingly confused about the general structure of the present TV advertising in china.Facing the reality that TV advertising are attacked by both the internal and external factors, and the ads public who are gradually bored about and blind to TV advertisements, we should calm down and think it over. We can not change the attack made by the external factors such as the new media Internet. However, we can make an effort from the aspect of the internal factors, enforcing the originality performance in the TV ads, rather than imposing on the consumers simply by the means of force, repeat and lecture. A large proportion of the TV ads in China seems to be the explanation on pictures, self-boost, and repeated factors , and it seems to make full use of the ads space, but actually it is a mixture. Good TV advertising originalities should be simple and easily memorized, leaving good impression on audience and achieving recognition, and also they should see clearly about the fondness of the consumers on the base of observing the nature of advertisement, in stead of pursuing the surface effects. It is advisable to be patient to dissect the facial feature of the products step by step, to discover the unique core, and to pursue the principle and individuality of the originality.更多还原