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近年来,影视产业的蓬勃发展和广大人民群众对影视剧的多元化需求,推动了宣发手段的不断进步。电视剧海报一直是电视剧宣传中的一个重要手段,特别是随着中国电视剧产量的激增和市场竞争的激烈,进一步引发电视剧宣发部门对电视剧海报质量和作用的重视。因此,在这个意义上,全面厘清电视剧海报的基本属性和内在价值,客观合理地分析其彰显的审美价值和承载的时代精神则自然而然地成为当前学术讨论的焦点。一、多种述求下的“平衡”
In recent years, the vigorous development of the film and television industry and the broad masses of people’s demand for diversified films and TV plays have promoted the continuous improvement of the means of publicizing the media. TV series posters have always been an important means of publicity of TV series. In particular, with the dramatic increase in the production of Chinese TV series and fierce market competition, TV drama publicity departments have been further encouraged to attach importance to the quality and role of TV series posters. Therefore, in this sense, it is naturally the focus of current academic discussions that the basic attributes and intrinsic value of TV series posters should be clarified in an all-round way, objectively and reasonably analyzed its demonstrated aesthetic value and the carrying of the spirit of the times. First, a variety of requirements under the “balance”