摘要
首先从中国大陆影视广告的传播现状入手,对中国影视广告存在的问题进行了讨论,其次分析了造成中国大陆影视广告收视率低的根本原因,指出创意策略的失误是其主要影响因素,最后提出应从明确创意概念、普及认知基础、贴近生活情节和做诚信广告等策略来切实改变中国大陆影视广告的现状。
Starting from the spreading status of Chinese video-film advertisings,it firstly discussed the problems of Chinese video-film advertisings,secondly analyzed the primary reason of the low rating,pointed out the failure of advertising creative strategies was the main factors,lastly put forward the method on how to change the status quo of Chinese video-film advertisings： clear and definite advertising creative concept,popularize cognitive basis,maintain close contact with life and make integrity advertising.
出处
《包装工程》
CAS
CSCD
北大核心
2010年第18期117-119,共3页
Packaging Engineering
关键词
影视广告
创意策略
收视率
video-film advertising
creative strategy
audience rating
