中国电视广告创意趋向研究

文档编号:GS002  字数：21929，页数：28

摘要
本文从电视广告创意发展史开始谈起，分别概述了电视广告在国外与国内的发展情况，简要讲述了电视广告的诉求方式与表现类型。随后分析了个人及家庭卫生用品作为快速消费品的一种所具有的特性，以及由于这种特性与广告创意的重要性之间的关系。同时，对个人及家庭卫生用品行业分为洗发水、沐浴露、护肤品、牙膏和洗涤用品五大类进行分析比较。以近期（2002~2004）出现的国内电视广告作为主要的研究对象，通过全面的分析比较，得出了其广告创意及广告表现的优点与进步、缺点与不足并进行了总结和剖析。在最后本文将对个人及家庭卫生用品行业电视广告创意的发展提出了自己的建议与展望。
Abstract
This article is begun from the steps of the creative of the commercial films (CF). which including the coming way of China and the other parts of the world. Then we will focus on the character of the personal and family cleaning products which belongs to FMCG field. And the relationship between the character of the products and the creative in Ads. will also be said in the article. For the detail, we will pick up 5 parts which are shampoo, soap , skincare, toothpaste and washing products to analyze and compare. Through this analysis which is based on the recently(2002-2004)  Ads. in China, the advantage and the shortcoming of the Ads. creative will be consulted. At the last part of the article there is a sight and advice of the creative of the personal and family cleaning products in further.

关键词：(key words)
电视(TV)  广告(advertisement)  创意(creative)  
个人及家庭卫生用品(personal and family cleaning products)

摘要 ................................................................................3
Abstract ............................................................................3
绪论................................................................................ 3
第一章　电视广告创意发展史...........................................................5
一、电视广告的历史和现状 ............................................................5
二、电视广告诉求方式与表现类型.......................................................7
第二章 个人及家庭卫生用品的特性及其和广告创意的关系..................................8
一、快速消费品的特性.................................................................8
二、广告创意对快速消费品的作用.......................................................9
第三章个人及家庭卫生用品电视广告创意现状............................................9
一、洗发水...........................................................................9
二、沐浴露...........................................................................15
三、护肤品 ..........................................................................17
四、牙膏 ............................................................................18
五、洗涤用品.........................................................................20
第四章浅析 .........................................................................21
二、缺点与不足...................................................................... 23
第五章展望与总结....................................................................24
一、抓细节...........................................................................24
二、幽默感 ..........................................................................25
三、适度夸张.........................................................................25
四、恐怖诉求 ........................................................................25
五、摆噱头...........................................................................26
六、真实感...........................................................................26
七、抽象表现.........................................................................26
八、漫画等表现形式...................................................................27
结论................................................................................ 27
致谢................................................................................ 27
参考文献.............................................................................28

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