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三十多年来,电视广告从数量、质量、营业额上都快速发展,2009年我国电视广告额达654亿元。电视广告所带来的爆炸式宣传效果与经济效益,使得众多商家将其视为打响品牌、攻占市场的第一利器。然而,在广告业日益壮大的同时却出现了一个令人猝不及防的现象——越来越多的低俗电视广告充斥在电视荧幕上,污染了电视节目,影响了观众的收视心情,但令人难以理解的是这些低俗广告在引起人们反感、遭到观众谴责的同时却收到了很好的市场效应。此论题是受众、学者关注焦点,相关分析和批评意见非常丰富,但是大多数是纠正其某某电视台具体播出内容,具体问题具体分析,批评现状的占多数。本文不但概述了电视广告低俗化的整体表现,分析了现状,指出了问题的原因,研究视野更宽并具有一定理论深度。
Over the past three decades, television commercials have seen rapid development in terms of quantity, quality and turnover. In 2009, China’s television commercials reached 65.4 billion yuan. Explosive publicity and economic benefits brought by TV commercials make many merchants regard it as the first weapon to start a brand and capture the market. However, at a time when the advertising industry is growing stronger, there is a rather unmanning phenomenon. More and more vulgar television advertisements are flooded on the TV screen, polluting the television programs and affecting the viewing pleasure of the audience. However, Difficult to understand is that these vulgar ads in causing aversion, was condemned by the audience but at the same time received a very good market effect. This topic is the audience, scholars focus, analysis and criticism is very rich in relevant opinions, but most of them are to correct the specific content of a particular television station broadcast, the specific analysis of specific issues, criticizing the status quo majority. This article not only summarizes the overall performance of television advertising vulgarization, analyzes the status quo, points out the cause of the problem, the research field of view is broader and has a certain depth of theory.