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CIS即Corporate Identity System,直译为“企业形象识别系统”。根据CIS战略的理论,“广义的电视栏目包装是指从电视栏目的诉诸理念、对外形象的传播模式和形象识别系统三个方面,”①分别对应于CIS系统的经营理念识别(MI)、经营行为识别(BI)和整体视觉识别(VI)。CIS导入电视媒介产品的生产体系之后,电视栏目的品牌塑造恰逢其时。1996年,改版之后的《东方时空》栏目以具有冲击力的片头向全国传播,这是电视包装从概念首次走向实践,也是中国电视在CI层次上做出的第一
CIS is the Corporate Identity System, literally translated as “corporate identity recognition system.” According to the theory of CIS strategy, “a broad range of television program packaging refers to the concept of appeal from the television section, the external image transmission mode and image recognition system in three areas,” corresponding to the CIS system of business concept identification (MI ), Business Conduct Recognition (BI) and Global Vision Recognition (VI). CIS into the television media product production system, the TV column brand building at the right time. In 1996, after the revision of the “Oriental Space” column with an impact piece to the national spread, which is the first time the concept of television packaging to practice, but also the Chinese television at the CI level made the first