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电视广告是一种以电视为展示平台、强调立意独特、注重感官体验交互性的宣传载体,融合了视频、音频、图片、文字等多种信息媒介。因其具有鲜明的艺术观赏性与显著的生活实用性,成为丰富电视荧屏节目内容、方便观众获取社会信息的不可或缺的媒介之一。随着投放数量的激增、同质化现象的日趋明显,观众群体对于电视广告的要求也更为多样与苛刻。所以,在这一背景之下,电视广告行业之间也开始寻求从立意设计到表现形态的变
TV advertisement is a kind of publicity carrier with TV as its platform, emphasizing the unique conception and paying attention to the sensory experience. It integrates many kinds of information media such as video, audio, picture and text. Because of its distinctive artistic appreciation and significant practicality of life, it has become one of the indispensable media for enriching the content of TV screens and facilitating the access of audiences to social information. With the surge in the number of deliveries and the homogenization phenomenon becoming more and more obvious, audience groups are also more diverse and demanding on television commercials. Therefore, in this context, the television advertising industry has also begun to seek from conception to the design of the performance of the change