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在电视广告行业适应市场经济转轨,运营模式商业化日益彻底的同时,越来越多的恶俗商业广告登上了电视荧幕,严重影响到观众收看节目的心情,甚至形成“广告污染”。究竟恶俗商业广告是电视广告行业快速、高度市场化的结果,还是预示着电视广告行业的不良发展趋势?本文从现实与历史两个角度分析了恶俗广告的存在原因,揭示其市场效益的根源以及与电视广告行业发展之间的关系。
In the television advertising industry to adapt to the transition of market economy, business model increasingly complete commercialization at the same time, more and more vulgar commercials boarded the television screen, seriously affecting the audience to watch the mood, and even the formation of “advertising pollution” . Whether vulgar commercial advertisement is the result of rapid and highly marketization of television advertisement industry or indicates the unfavorable trend of development of TV advertisement industry? This article analyzes the reasons of vulgar advertisement from two aspects of reality and history, reveals the root of its market benefit and And the relationship between the development of television advertising industry.