电视广告中人物形象探析

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。

The Preliminary Research on the Characters In TV Advertisement

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 that the advertising character is an indispensable 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.