电视商业广告的四种生存范式

Four Survival Paradigms of TV Advertisements

改革开放以来,电视与广告相辅相成。电视成为广告的重要传播渠道,而广告则为电视的基本盈利模式。在长期相互依存的磨合演进过程中,电视商业广告逐渐形成了四种相对稳定的生存范式,即"放养"、"认养"、"领养"和"生养"。四种范式各有利弊,在实际操作中呈现为复杂多元的存在。

Since the reform and opening up, television and advertisement are interconnected inseparably. TV has become an important channel of advertisement communication, and advertisement is the basic profit model of TV. In the long run evolution of interdependence, the television advertisement has gradually formed four relatively stable survival paradigms, named stocking,fosterage,adoption and production. Each of them has advantages and disadvantages, showing a complex and diverse presence in the actual operation.