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现今的传播媒介日趋多元化、碎片化,各种新媒体异军突起,新旧媒体之间的竞争日趋激烈,传播环境发生了翻天覆地的变化,电视作为传统媒体不再强势。在这样的媒介格局下,电视媒体要想维持原有的受众群,就必须提升自己的品牌影响力。本文通过分析公益广告的价值与电视媒体品牌的内涵,阐述了公益广告对电视媒体品牌构建的积极影响。
Today’s media are increasingly diversified and fragmented, new kinds of new media are emerging in the market, the competition between new media and old media is getting fiercer, and the communication environment has undergone tremendous changes. Television is no longer strong as traditional media. In such a media landscape, in order to maintain its original audience, the television media must enhance its brand influence. By analyzing the value of public service ads and the connotation of TV media brands, this article expounds the positive influence of public service advertisements on the brand building of TV media.