The Avoidable Phenomenon Of Television Advertising

Great inventions of the 20th century——the television, to bring the human society and the nature of unexpected life change. The trend of economic globalization, cultural diversity and social harmonisation cause rapid development of the television. It is not only the information and the entertainment to satisfy the needs of the people but also affect people's lives. Television advertising quietly rising along with the development of television, and it is fast follow-up with the television technology and the development of television, by the development from a single color screen advertising to content-rich advertising scenarios. Now television advertising has become one of indispensable in television information dissemination as part of the program. If you do not see the ads in the whole program, it will make people feel very weird. In recent years, there are a lot of low quality, false advertising in the television media to spread with a large number of channels'amplification, a large number of television advertisements. And it caused the numerous television audiences to change the channel when they saw the ad in watching program, so it is called audience to avoid the phenomenon of television advertising. The avoidable phenomenon of television advertising has a proper noun that is"Zapping", and it is the term originated from abroad. Yang Wenxia and Su Yong, who believed that the avoidable phenomenon of advertising is audiences to avoid the phenomenon of mass media advertising that including television, radio, newspapers, etc. It is the phenomenon of refusal and resistance for the full of distortion advertising content and false advertising content. The increasing of the avoidable phenomenon of television advertising will lead to reduce the advertising effectiveness, result in a large number of advertisers waste a lot of funds in advertising, and sometimes even hinder the development of television. In this paper, from communication, sociology and psychology point of view to analyze the avoidable phenomenon of television advertising, and puts forward a number of mitigation strategies.This paper is divided into four parts: The first part is an overview. Mainly introduce the origin of the avoidable phenomenon of television advertising, the definition of advertising avoidance and the avoidable phenomenon of television advertising, and study the significance of the avoidable phenomenon of television advertising. In the first part, this article combine the knowledge of foreign material and psychological to define the avoidable phenomenon of television advertising, and believe the avoidable phenomenon of television advertising that is the audience to avoid television advertising when they are watching TV. This is because of the advertising content, more frequency of play or play time and other external environmental factors and audience's own knowledge concepts, cognitive expectations, psychological factors such as interest or aversion there is no consensus or beyond the scope of its subject, which led to audiences content or mode of television advertising produced negative resistance and refused to relent to avoid the phenomenon of hysteresis. The second part is the harm of the avoidable phenomenon of television advertising. It is from four aspects of advertisers, advertising agencies, television media and television audience to discuses the harm of the avoidable phenomenon of television advertising. The third part is the reasons of appear of the avoidable phenomenon of television advertising, and analysis the reasons. It combine two ways of the form of TV ads from the content, production quality and playback time of objective factors external environment to and audience cultivation of their own culture, cognitive, and subjective factors such as interests and hobbies to analysis and study. Objective reasons, mainly through its own TV ads, TV ads and TV accessories as TV programs and other aspects of media analysis; subjective reasons mainly through the audience's attention to television advertisements, cognitive ability, the selectivity of three TV ads for analysis. The fourth part is to provide some relief to the avoidable phenomenon of television advertising strategy. According to TV commercials to avoid the causes of the phenomenon of objective and subjective made the appropriate strategy. Objective strategy, in addition to improving the production of advertising their own quality, proper arrangement of time and frequency of broadcast television advertising, television and other media, self-building strategy, but also use foreign successful approach; the subjective, by addressing the cognitive dissonance theory, a good idea to seize the audience's curiosity, with new forms of communication to enhance the audience's expectations of psychological, use of learning theory to improve the audience's knowledge of television advertising psychology, the psychological well-being by making the audience yearn for advertising and user-friendly way to alleviate audience of television advertising to avoid behavior.Television is one of the most businesses to prefer the dissemination of product information, establish the main corporate image. Along with the development of society and economy, and improvement of science and technology, the TV ads will continue to increase. Although the audiences can not escape the TV ads, the audiences will be more flexible, selective and more rational on TV channels. In this case which is the avoidable phenomenon of television advertising, if we look advertising methods and strategies for TV audience, in the future our researches are not only to keep pace with the development of science and technology, to enhance the production of television advertising effects and its mode of transmission, methods, but also to pay attention to the audience's mental state. Make sure the audiences accept the information content of television advertising gradually in the audiences who are not to get bored and don't result in the case of resistance. And ultimately make the advertisers, audiences, advertising agencies and television media business get more benefit in the future.