Chinese Television Advertisement On The Use Of Audio-visual Language

This paper formed in the development of China's television advertising thirty years, it combines the audience of television advertising acceptance and psychological characteristics of China's television advertising, on the usage of audio-visual language to summarize, analyze, explore the false television advertisement and vulgar television advertisement Comment by bad reasons, and made available to discuss solutions to help television media itself and the healthy development of television advertising.Television advertisement to audio-visual language means of expression, the use of the image of the sound, colorful images, rich fine tone, the audience's attention, to the audience senses and change the attitude of the audience on the product. Television advertising to have the art audio-visual language of performance measures, transmission of information for the brand, expand awareness, build brand, with a realistic and dynamic nature of the rich aesthetic of television advertising to present the scene, the audience's attention, and remember advertisement and I hope that in the face of the public to buy goods in the real high homogeneity, select the brand television advertisement, enabling consumers to purchase television advertisement to promote the commercial purpose of maximizing the pursuit of commercial interests.Driven by the commercial interests of television advertising in order to remember the good advertising effectiveness, using repeated loudspeaker means vulgar frequent television advertisement; even some television commercials use exaggerated language, with actors playing user of the product, use of celebrities, the name and image were photographed to create that "magic" effect of the illusion of such, very deceptive, such false television advertisement of audio-visual language anomie is more serious.By means of audio-visual language for the performance of television advertisement for the businesses bring in huge profits, pay the high cost of television advertisement broadcast on television to promote the development of institutions. Dissemination of the contents of television advertising community-oriented role, but the phenomenon of audio-visual language television advertisement anomie have occurred, the high costs incurred broadcast television advertisement false television advertisement for the television Jigou release, public television media distrust, resulting in decreased credibility of television media. With the television media business into the era of pay-television subscribers, the subscription pay television users concerned about not only the quality of television content, but also attach importance to the credibility of television channels and service attitude. To seek China's television media and television advertising to better development, we must regulate the production and broadcast television advertising, television media environment clean and perfect itself, to establish China's television advertising standard audio-visual language.