Study & Comparison On The Art Image Of TV Commercials Between Mainland China And Hong Kong

The purpose of this study is to develop, based on the mix of the image theory in Art and Literature and the concept of mass communications, a madule of transmitting and decoding artistic signs on TV ads. The module helps explain how nowadays TV ads sculpture and use art images to teach and demonstrate the taste for beauty and art. This explicates the function of nowadays advertisements through folk art and design in defining social tastes, under the lead of commercial good; and explicates that a consumer spending huge amounts of money for any labels, is indeed buying commercials and paying for the art images on ads. We can thus note, the 搃mage disbursement?phenomenon in modern commercial world. On the other hand, this study also provides a critique of skills employed through analysing and comparing hundreds of TV ads between Hong Kong and the mainland. Besides direct illustration of product functions, the ads from the mainland tend to portray a sense of 搒weetness from bitter memories? 揻ather-and-son relationship? and 搉ational and tribal ties?so as to associate them with the product. However, the Hong Kong ads tend to give the feeling of 揷arefree and rebellion? 揳bsurd and humor?and 損rimitive stimulation?so as to attract consumers. Through the (ECR)RC concept of Roland Barthes, the French thinker and symbolist, this study also analyses the contents, symbolism and cultural characteristics of the tactics employed in the ads of the two places; and reveals the phenomenon in which how the mainland and Hong Kong cultures have in common, differ and blend.