基于广告受众视角的电视购物表现研究

The Research of Manifestation on TV Shopping Based on the Perspective of the Audience

电视购物广告作为与受众直接见面的作品,其广告表现效果直接影响受众的认知以及销售目标的实现.本文分析了电视购物目前面临的问题,从受众视角对电视购物广告的目标、主题、诉求等表现内容进行了分析,并在此基础上,提出创新电视购物广告表现主题、广告目的、广告诉求、广告方式,改变电视购物在受众心目的形象等解决目前电视购物问题的有效途径.

TV shopping, one of the no-store retailing models is in a certain awkward situation now. Its trust is facing crisis, its value is being diluted gradually by new media. As a work that directly faces the audi- ence, the advertisement manifestation on TV shopping directly affects either the cognition of audience or the sales target. It is an effective approach to solve TV shopping problems that we should find and improve the effect of TV shopping from the perspective of advertisement manifestation, innovate with the advertisement manifestation on TV shopping and change the TV shopping image in the minds of audiences.