Broadcasting Advertising Art

Author: Liao Yi
Publisher:
Publish Date: 2006-10-01
Features: With the increasing number of universities offering radio, film, and television programs, especially in television, the lack of mature and systematic teaching materials has become a pressing issue in the field of radio and television arts. To address the practical challenges of teaching and further develop a systematic theoretical framework, the Foreign Language Teaching and Research Press (FLTRP) invited over 10 senior professors from influential universities such as Tsinghua University, Shanghai Jiao Tong University, China University of Media and Communications, Beijing Film Academy, Shanghai Theatre Academy, Beijing Normal University, East China Normal University, Jinan University, and Southwest Normal University to form the editorial committee. Experienced teachers who have long been engaged in teaching and research in related fields wrote the series of "Radio and Television Arts Teaching Materials." Many of the books in this series have been tested in teaching practices over several semesters and have received widespread praise from both teachers and students. This book is one of the "Radio and Television Arts Teaching Materials." The author provides a detailed introduction to the elements and forms of radio and television advertising, and explains the process of creative advertising, recording, filming, and editing in reference to the production workflow of radio and television advertisements. The book emphasizes a strong theoretical foundation and compelling advertising case studies, innovatively combining radio and television advertising into a single volume. It is a highly practical and operational textbook suitable for university media students and professionals in the radio and television industry.