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(一) 电视广告,为商品经济服务,具有强烈的商品性,这是显而易见的。但是,电视广告作为一种节目,它包容在电视艺术的大框架之内,具有独特的艺术品格,这也是不容忽视的。因此,在重视电视广告商品性的同时,着力提高它的艺术性,从根本上改善电视广告的屏幕形象,这是一个值得高度重视和认真研究的问题。电视广告具有电视媒介声画并茂,神形并备,色彩兼容,集视听于一体,艺术秉赋很强的优势,是其它媒体的广告所不可企及的。我们应该发挥自己的优势,做到寓商品
(A) It is obvious that television commercials serve the commodity economy and are strongly commercialized. However, TV ads, as a program, are contained within the broad framework of television art and have unique artistic qualities that can not be ignored. Therefore, while paying attention to the commercial nature of TV commercials, efforts should be made to improve its artistic quality and fundamentally improve the screen image of TV commercials. This is a question deserving to be given a high priority and serious study. TV commercials have the advantages of TV media, sound and pictures, the combination of God-like shape, color compatibility, audiovisual integration, and strong artistic influence, which are unattainable by advertisements of other media. We should play to their own advantages, to achieve the goods