Culture And Tv Brands In The Business Predicament Construction

As the main representation of mass culture, television has trapped into the corner between culture and commerce. Therefore, it is just staring to us in the face to construct television trademark scientifically. Not only will we lost the future of television but also the voice of culture, if we cannot stride across the obstacles rationally. Trough the construction of television trademark based on the guidance of audience, we will build up the key value of television trademark, construct the information speech system in the public domain, and carry out the ecological balance of television. The main issue studied in the essay is that, in the corner of culture and commerce how to go along with the trademark construction and how to deal with the subtle relation with the audience.The central conclusions have been reached in the research as followings:First, the real connotation of television trademark consists in the close relation and the profound experience between itself and the audience. Essentially speaking, this connotation is so abstract and immaterial. From the aspect of specific fashion, the formation of television trademark has to pass through five courses and then come forth the intersection and circulation, that is, program trademark, subject trademark, channel trademark television station trademark and spirit trademark.Secondly, television can have a psychological influence on the audience, which essentially comes into being the common acquiescence from the audience on television. Commercialization has led to the dissimilation of television culture, and the audience turn into the state of anxiety, forfeiture of self-determination and effect of disengagement of the body, trap into the corner and come forth the ecological imbalance of television easily. As a manner and a method, the construction of television trademark can not only make television break through, but make television develop continually.Thirdly, the relation between television trademark and the audience is the base of construction of television trademark. Due to the irrational television demand in the mass consumption society, in the choice of television trademark, the psychology and action of audience, for example, loyalty of television trademark, conversion of television trademark and adoration of television trademark, has changed greater than eveT.Fourthly, the main influential factors on the decision-making of television trademark are the motivation of choice, consciousness, memory and attitude. The construction of television trademark efficiently can be reached by building the fluent communication course of television trademark, smoothing away the communication obstacles of television trademark and evaluating the communication effect of...