中国电视广告的抒情特征

Lyric Features of China TV Advertisements

与西方的电视广告相比,中国的电视广告具有明显的抒情特征,主要表现在主题选择、意象使用、结构方式、节奏韵律等方面。电视广告的抒情特征实际上是中国抒情传统在新的时代与新的媒介中的延续与变异。

Compared with western TV advertisements, China TV advertisements have striking lyric features, mainly in theme choice, image use, structural fashion and rhyme. China TV advertisements＇lyric features are the continuance and variation of China lyric tradition in the new era and new media.