Analysis On The Influence Factors Of TV Advertisements

Television has won the favor of merchants with its unique advantage of combining both video and audio characteristics. How to spend the advertising fare and maximize the advertising effects is a matter for concern for every enterprise and advertisement agency. The effect of advertisement is the ultimate goal of the advertising compain.Therefore, it is very necessary for us to analyze every aspect of the advertising compaign and check on every factor that might influence the effect of television advertisements in order to prevent possible loss in the advertisement fare.About the influencing factors of TV advertisements,somebody divide it into political,economical,cultural,social factors that are macroscopical factors while TV commercial itself,how it is exposed and so on,which are microcosmic factors. Somebody focused on TV commercial itself,containing how the length,the rate of it is repeated, whether there is background music, whether humor and other trope is used, whether it is relative advertisement affect the impact of TV advertisements. But there isn't any research based on communicating process discussing how communicator,message and audience acts on TV advertisements.In this paper, we used the literature summarization method mainly focused on the communicating process,and analyzed some factors that might influence the effect of television advertisements based upon three aspects- communicator,information,and audience. The result indicates that there are many factors that could have influence on television advertisements, which must be seriously taken care of. We can maximize the effect of advertising,mimimize the risks,and maximize the input-output ratio only when these factors are dealt with properly.