当代中国大陆及港台影视广告与受众心理研究

On the advertising in film and TV among current Chinese mainland,Hongkong and Taiwan and the mentality of boatrace

在市场经济占主导地位的社会中 ,商品已经不仅仅是商品 ,更是某种形象的象征 ,当你买进一件商品的时候 ,也就意味着你接受了一种观念、一种形象 ,而影视广告是塑造这种商品形象的重要手段。大陆、香港、台湾三地的影视广告与受众心理接受状况 ,既有明显的差异 。

In a society which the market economy occupied the dominating position ,a commodity is not merely a commodity, but also a symbol of its image. When you buy a commodity, you get a conception and an image at the same time because advertising in film and TV is a very important measure to shape the image of a commodity. The contrast and analysis on advertising in film and TV among Chinese mainland, Hongkon and Taiwan and the mentality of viewers in this essay show that the anthor not noly attempts to find the difference among them but also tries to find some exemplifications in order to demonstrate that they get to the same destination through different ways.