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在我国,随着电视机进入千家万户,观看电视节目已成为普通百姓日常生活不可缺少的组成部分。电视广告依靠先天的优势占据广阔的广告市场份额:它结合了图像和声音的传播方式,具有很强感染力力与视觉听觉冲击力,引人注目;形象生动,解决了读写障碍问题,是面向大众的宣传媒介。然而电视广告的现状存在着两个主要问题,概括为广告过分注重明星效应,弱化产品自身形象提高和广告内容枯燥、粗俗,难以产生审美效果。针对电视广告现状中的两个主要问题,提出电视广告发展的趋势,从注重诚信、加强广告创意、树立企业形象三个方面为电视广告的良性发展提供好的理论和实用的方法。
In our country, watching television programs has become an indispensable part of everyday life of ordinary people as televisions enter every household. TV ads rely on the inherent advantages of a vast advertising market share: it combines the image and sound transmission, has a strong appeal and visual hearing impact, eye-catching; vivid, to solve the problem of reading and writing is Public-oriented media. However, there are two major problems in the status quo of TV commercials, which are the over-emphasis on the star effect, the weakening of the self-image of the products and the boring and vulgar advertisement content, which is difficult to produce the aesthetic effect. In view of the two main problems in the status quo of TV commercials, the trend of the development of TV commercials is put forward, which provides a good theoretical and practical method for the healthy development of TV commercial from three aspects: honesty, strengthening advertisement creation and establishing corporate image.