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1979年初春,当广告又一次在我国的广播电视上闪亮登场后,人们便从这一窗户中了解了世界物质生活的一面。广告不仅代表着公众基本物质消费得以保证,而且让公众有选择地面对更高层次的物质享受、信息传递、精神需求和文化品位。如今的公众也已无法拒绝充满广告的生活,而广告则运用现代社会科学技术的各种研究成果,想方设法引起公众注意,加深印象。广播广告主要以靠固定的时段和滚动的播出,将明确的诉求,通过语言、音响传送给听众,那么语言和音响的创意就成为关键。无论是广告的特征还是广播的特征,创意至上已成为广播广告的策划准则。
In the spring of 1979, when the ad appeared on the radio and television in our country again and again, people learned about the material life of the world from this window. Advertising not only represents the guarantee of public consumption of essential substances, but also enables the public to selectively face higher levels of material enjoyment, information transmission, spiritual needs and cultural taste. Nowadays, the public can no longer reject the life full of advertisements. Instead, advertisements utilize various research results of modern social science and technology and find ways to arouse public’s attention and deepen their impression. Radio advertising mainly by a fixed period of time and rolling broadcast, the clear appeal, through the language, audio, to the audience, then the language and sound creativity has become the key. Whether it is the characteristics of advertising or radio features, creative supremacy has become a planning guideline for radio ads.