Radio and Television Advertising

Author: Zhu Yuechang
Publisher:
Publish Date: 2000-07-01
Features: Broadcasting Advertising Science is divided into two parts: Broadcasting Advertising and Television Advertising. The first part consists of eight chapters, covering topics such as the birth of electronic media broadcasting, the personality of broadcasting and broadcasting advertising, the elements of broadcasting advertising, creative design for broadcasting advertising, production of broadcasting advertising, etc. The second part is also divided into eight chapters: the emergence of television as another electronic media, understanding "the medium," the elements and types of television advertising, creative design for television advertising, etc. This book is the first systematic exposition of the fundamental principles and methods of broadcasting and television advertising and has won the First Prize of the National Outstanding Best-Selling Book Award for University Presses.
The first part, Broadcasting Advertising, introduces the birth process of electronic broadcasting media, the personality characteristics of broadcasting and broadcasting advertising, and elaborates in detail the elements, creative design requirements, and basic methods of production and broadcasting of broadcasting advertising. The second part, Television Advertising, explores the advantages and limitations of the television medium, explains the elements and types of television advertising, introduces the characteristics of creative design for television advertising and the writing of advertising slogans, and also devotes significant space to the methods of filming and production of television advertising. At the end of the book, there are selected examples of outstanding advertisements and advertising creative planning documents. This book is a high-level advertising textbook with a complete and systematic structure, rich in data, cutting-edge in theory, and closely linked to practice. It is not only a core textbook for advertising majors but also provides practical value for advertising professionals.