论文部分内容阅读
从本质上来讲,广告媒介大致可分为两类:凡是以电子信号为广告内容传输介质的媒介,我们泛称为“动媒”,例如电视、广播等;凡是以纯图案、文字为广告内容传输介质的媒介,我们泛称为”静媒”,例如报纸、杂志、广告塔、灯箱等。就传播效果而言,“动媒”和“静媒”各有千秋:“静媒”(如单立柱)的广告持续性强,可及时反复浏览,但不够生动;“动媒”(如电视广告)表现力强,单次宣传的效果明显,但不能反复,容易遗忘。那么,我们能不能通过什么手段或工具为两者找到一个平衡点,使其彰显优势,减弱劣势呢? 下面,我们以电视广告为对象,对电视动媒的静态化做如下研究。
In essence, the advertising media can be broadly divided into two categories: Those who use the electronic signal as the media of advertising content transmission media, we generally referred to as “mobile media”, such as television, radio, etc .; all purely text, advertising media Media, we generally referred to as “static media”, such as newspapers, magazines, advertising towers, light boxes and so on. In terms of communication effects, “moving media” and “static media” have their own advantages and disadvantages: “static media” (eg single-column) advertisements are persistent and can be repeatedly browsed but not vivid; Strong performance, a single publicity effect is obvious, but can not be repeated, easy to forget. So, we can find a balance between the two by means of tools or tools to highlight the advantages and weaken the disadvantages? Here we take the television advertising as the object, do the following research on the static of TV media.