国内电视广告实例分析研究——以央视及省地级电视台为例  

A Case-based Analysis and Research on Domestic TV Advertisements: A Case Study on CCTV and Provincial and Municipal TV Stations

作　　者：杨雯婷[1] 钟莉[1] 

机构地区：[1]中央民族大学理学院,北京100081

出　　处：《科教文汇》2015年第22期156-157,共2页Journal of Science and Education

摘　　要：本文从宏观与微观视角,基于央视及省地级电视台电视广告之实例分析,描述了我国当前国内电视广告发展的基本态势,从不同级别的电视广告入手,发现电视广告的广告类别与传统文化、地域文化及社会消费文化有密切关联,面向全国性质的央视频道,其电视广告类别受传统文化影响较大,而地方电视台电视广告在受前述因素影响的同时,兼顾后两种文化因素。From both macro and micro perspectives, based on analyzing cases of TV advertisements on CCTV and provincial and municipal TV stations, this paper described the basic situation of the current development of domestic TV advertisements, and starting from different grades of TV advertisements, found that there is a close relation between the types of TV advertisements and traditional culture, regional culture, social consumption culture. The types of TV advertisements of CCTV, as a national TV station, are greatly influenced by traditional culture, while in addition to traditional culture, those of regional TV stations are also influenced by regional culture and social consumption culture.

关 键 词：电视广告 文化因素 广告类别 不同层级 

分 类 号：J943[艺术—电影电视艺术]