Broadcasting Advertising Principles

Author: Yao Li
Publisher:
Publish Date: 2006-05-01
Features: "Television and Radio Advertising" starts from the characteristics of television media, based on film and television theory and film language, guided by communication studies and marketing studies. On the basis of summarizing China's practical experience in radio and television advertising, it absorbs and learns the essence of foreign advertising theory and practice. From theoretical systems to creative practices, it conducts comprehensive exploration and research. In the combination of theory and practice, it summarizes the operational laws, creative methods, and expressive techniques of radio and television advertising, thus forming a unique theoretical system.