摘要
广告人物形象蕴涵着广告的诸多因素,电视广告中的人物形象是商品与消费者之间的媒介物,是媒介方式具有语言传递和人性丰富情感交织的物态化显现。由于商业艺术本身具有的功能性,广告人物形象是有别于纯艺术人物形象的,只有研究和遵循广告人物形象塑造的规律和特点,规避人物形象塑造的误区,才能充分发挥广告人物形象在电视广告中的积极与能动作用。
This thesis analyses both the successful and failed cases of using advertising character through discussing the main factors involved in the TV advertisement and indicates that the advertising character is the medium between commodity and consumers, which involves lingual and emotional interaction. It also argues chat the advertising character is an inctispensable and active part of TV advertisement and it differs from the artistic character because of its inherent commercial nature. Last, It concludes that the success of advertising character is the result of following the rules of advertising character creation and avoiding those prejudice in producing TV advisement.
出处
《长沙大学学报》
2006年第4期101-103,共3页
Journal of Changsha University
关键词
电视广告
人物形象
媒介物
TV advertisement
advertising character
medium
