电视广告面临着由量到质的转变——当前电视广告设计制作刍议

TV Ads Transformation from Quantitative to Qualitative

中国电视广告十年来取得了可喜的成绩,在经济发展中起了很大作用。随着改革开放的深入发展,电视广告面临着由量到质的转变。本文结合当前电视广告播放实际,从电视广告创作观念、创作设计、进行有效的视听传达及电视广告的社会责任等方面进行了阐述,对推动电视广告事业的发展有一定意义。

In the past decade China's TV advertising undertaking has scored rather satisfactorysuccess and has played its due role in economic development.Along with the deepgoingimplementation of the open policy and reform,TV advertising is confronted with achange from quantitative to qualitative transformation.Proceeding the TV ads practiceat present,this essay elaborates on the various aspects of TV ads including the conceptof creation,designing of creation,effective audio-visual conveying of message as wellas the social responsibility of TV ads.Therefore,this essay should be of due signifi-canoe to the growth of TV-ads undertaking.