Television Advertising Language: Types and Creation: Types and Creation

Author: Liu Yanchun
Publisher:
Publish Date: 2004-01-01
Features: Television advertisements, the creation of television advertisement language requires innovation, of course, this innovation also needs to pay attention to the "degree" of control. Some people say that television hosts are like tour guides, and good advertisers should also play the role of tour guides. In terms of advertising objectives, they should not only meet consumers' existing needs but also guide their potential needs and create their future needs. In terms of advertising appreciation, they should allow consumers to understand the meaning without being too straightforward, losing artistic and originality; they should combine art and pursue novelty, but not make average-level consumers confused or lost after watching. This requires advertisers to master the "degree" of innovation in television advertisements and television advertisement language, the "degree" of being "half a step ahead." Good advertisers and good television advertisements should make consumers unconsciously consume the advertised products and continuously improve their appreciation level while enjoying the television advertisements. Television advertisements, as a medium, have long become the mainstream form in the advertising army due to the media's characteristics of being fast, convenient, widely accessible, and highly reproducible. This book is a specialized discussion on television advertisement language, divided into three parts: Part 1: Introduction to Television Advertisement Language; Part 2: Types of Television Advertisement Language; Part 3: The Creative Process of Television Advertisement Language