视听的民族文化心理定位——我国电视广告发展的现实路径

Psychological Positioning of Audio-visual National Culture——Realistic Way of Developing Our National TV Advertisement

随着市场竞争的日益激烈,商家们越来越重视电视这一大众媒体,其直观、生动、形象的独特魅力被商家认为是最理想的推介自己产品的广告媒介,电视广告成为人们生活中必不可少的一部分。文章以电视广告的特点为依托,从民族文化心理这一视角,探讨了价值导向、广告创意和表现方式等如何与民族文化心理紧密结合,以促使我国电视广告传播产生相应的经济和社会效应,为最广泛的受众所接纳、认同,从而使我国的电视广告传播得到更快更好的发展。

With the increasing market competition, businesses are paring more and more attention to TV, a public media. TV media with its attraction for being more directly, more lively and more vivid, is thought by the businesses as the most ideal advertising media for promotion of their products. And TV advertisements have become a necessary part in people＇ s daily life. This essay, using characteristics of TV advertisements, starting from viewpoint of national cultural psychology, will explore how the TV advertisements should integrate their value direction, creation and expression closely with national cultural psychology, how the advertisement transmission can play its due part in people＇ s economic and social life, and how the advertisements get accepted and recognized most extensively, to make our national TV advertisement transmission develop better and more rapidly.