The Comparative Study Of TV Advertising Creative Ideas And Audio-visual Art Between CHN & USA

There is still a big margin for improvement in terms of creative ideas and audio-visual arts when we compared China's television advertising by the higher international standards of the United States. How to learn from each other and form its own characteristics and style, has become a problem to be solved for Chinese TV advertising. This thesis takes Chinese and American TV advertising as the research object and uses comparative research methods to tease out the history of the development of Chinese and American TV advertising, creative ideas and audio-visual art to explore the road of the characteristics of China's television advertising development through analyzes the classic cases of television advertising.In the course of the study, this paper mainly based on artistic theory. It supplemented by related theories in marketing, advertising communication, etc. The thesis will be divided into six parts. The first part is the introduction, which mainly introduces the domestic and foreign research results and the shortcomings of previous studies, then points out the logical starting point and research significance of this paper. In the second part, this paper compared and summarized the development characteristics of Chinese and American TV advertising through literature review. The third part made a coordinate statement about the change of creative ideas in different periods of the Chinese and American TV advertising, then made a comparative study on features of creative ideas. In the fourth part, this paper respectively elaborated from three aspects, there are visual art, hearing art and audio visual editing, and then compare the similarities and differences of audio-visual art characteristics. The fifth part briefly discusses the relationship of creative idea and audio-visual art between Chinese and American TV advertising. The sixth part is the conclusion of the essay. It puts forward some views and suggestions which based on the comparative study above for Chinese TV characteristic development in the future.