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电视已成为目前最重要的广告媒体和大众娱乐工具,电视台黄金时间的广告权变成了商家逐鹿争夺的“风水宝地”。然而,不少厂商以高昂的代价买下了广告发布权,却拿不出一流的广告创意,即使在中央电视台这样的权威媒体,精品广告也是凤毛麟角。电视广告是声像艺术和商业信息的组合,向观众传送的首先应是令人可心的艺术享受,其次才是企业形象和产品信息,只有这样的广告作品才能被大多数的电视观众接受。中央台的广告“孔府宴酒”可算是创意
Television has become the most important advertising media and popular entertainment tool at present. The prime time advertising rights of TV stations have become a “fengshui treasure place” where merchants compete for each other. However, many manufacturers have bought advertising rights at a high price, but they have no first-rate advertising ideas. Even in an authoritative media such as CCTV, boutique advertisements are rare. Television advertising is a combination of audiovisual arts and business information. The first thing to send to the audience is the enjoyable art enjoyment, followed by the corporate image and product information. Only such advertising works can be accepted by most television audiences. The CCTV advertisement “Confucian feast” can be considered creative