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最近屡有文章攻击以电视为代表的大众媒体,认为大众广告在经历了高速扩容之后,遇到了前所未有的增长瓶颈,离落寞并非遥不可及而是近在咫尺。但笔者从中国市场和中国媒介发展的特点出发,分析了中国媒介的特殊地位、国内外电视广告的发展轨迹及其对品牌传播的重要作用后,却发现电视广告仍有巨大增长空间,电视广告占总体广告营业额的比重仍将持续攀升。
Recently, there have been numerous articles attacking the mass media represented by television. They think that public advertising has experienced an unprecedented bottleneck of growth after experiencing high-speed expansion. It is not far away from loneliness but it is close at hand. However, based on the characteristics of the Chinese market and the development of China’s media, the author analyzes the special status of Chinese media, the development of domestic and international television advertisements and their important role in brand communication. However, the author finds that television advertisements still have huge room for growth. The proportion of the total advertising turnover will continue to rise.