我国电视广告现状与发展趋势+文献综述
毕业论文关键字： 电视广告；受众；现状；趋势
The present situation of TV advertising and the development trend of TV advertising in China
Abstract: In today's era of online trends, radio, television and new media in the collision between mobile phones, computers and other difficult to survive under development, although it is still the mainstream media, but because of many problems such as the rise of new media networks and television advertising its existence, TV commercials declining audience, it's the pace of development has been towards downhill. This thesis takes essential concept in the TV advertising, through analysis the size and structure of TV advertising as well as the series of instructions which takes by the SARFT, studying the current situation of the TV advertising. Due to the current situation and the environment of economy in China, we could put forward the future of the TV advertising: studying benefit experience of other country and changing system, shifting mode of operation, building cooperation with each other. Finally, through this thesis, we may safely take conclude that our business of TV advertising still have a long way to go.
Key words: TV advertising; Audience; present situation of TV advertising; Development trend of TV advertising.
目 录
一、引言1
（一）研究目的与意义1
（二）研究综述1
二、中国电视广告的发展现状2
（一）我国电视广告市场规模2
（二）我国电视广告的客户结构3
（三）我国电视广告在市场竞争中的状况5
三、目前中国电视广告的问题及趋势6
（一）我国电视广告的现实困境6
（二）陈旧观念的影响7
（三）电视媒体竞争同质化造成电视广告收视率分散8
（四）新媒体的不断成熟壮大9
（五）相关对策9
（优尔）艰难生存下的发展趋势9
参考文献12
致谢13
引 言
（一） 研究目的与意义
电视广告的特征很丰富，因为电视广告可以是一种经济现象，所以它具有市场经济的的一些特点；而另一方面它也可以是一种文化现象，所以它又可以作为组成社会文化的要素之一；再次它可以是艺术的新形式，所以它可以体现出独一无二的艺术魅力等，所有特点都展现出电视广告内涵的多样性和随社会不断改善的动态发展趋势。此篇论文的研究目的就在于讨论当今我国电视广告的现状，包括存在的优点与面对的问题，针对这些以及社会当下的形式探讨电视广告的未来发展趋势。电视广告在革新的同时，是不是应该从中华民族的优良传统文化中汲取相关内容，在时尚与传统的融合中表现独特艺术，同时也使电视广告的设计丰富了它多元的内涵。此外，电视广告也有着明显的地域差异，例如中国与西方国家的电视广告就存在明显不同，而导致这种差异的存在则是由于不同地域的文化差异。最后，西方的电视广告的出现和发展比我国早很多，种种原因使中国电视广告在发展的过程中在创意和拍摄方式上有很多仿造西方国家电视广告的现象。