Television Advertising Language (Types and Creation)

Author: Liu Yanchun
Publisher:
Publish Date: 2004-01-01
Features: TV commercials and the language creation of TV commercials require innovation, of course, this innovation also needs to pay attention to the "degree" of. Some people say that TV hosts are like tour guides, 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 not only allow consumers to understand the meaning but also avoid being too straightforward, losing artistic and novelty; they should both emphasize art and pursue novelty, but also avoid making average-level consumers confused and unable to understand after watching. This requires advertisers to master the "degree" of innovation in TV commercials and TV commercial language, the "degree" of "leading half a step." Good advertisers and good TV commercial works should make consumers unconsciously consume the advertised products and continuously improve their appreciation level while appreciating TV commercials. TV commercials, as a medium, have long become the mainstream form in the advertising army due to the advantages of the media, such as quick and efficient, wide coverage, and high repeatability. This book is a specialized study on the language of TV commercials, divided into three parts: Part 1: Introduction to the Language of TV Commercials; Part 2: Types of the Language of TV Commercials; Part 3: The Creative Process of the Language of TV Commercials.