| The development of today's TV signals from analog to digital, DVR platform will also be popular with digital TV. DVR viewers can record television programs, and can fast-forward to skip ads. Therefore, the TV ads also changing, CW Television Network on the popularity of the DVR to seize the opportunity to create a new form of advertising - the Content Wraps (referred to CW ads), and it has made some results. However, CW ads have limitations. To meet the DVR on the CW ads'requirements, we should improve it to the freeze-frame image CW ads.The experiment effects of the freeze-frame image CW ads'information communication evidence: Firstly, the freeze-frame image CW ads pass more messages than the traditional TV ads, but the popularity of brand affects it greatly. Secondly, the freeze-frame image CW ads give the audience stronger feelings and effects than traditional TV ads, and they have the potential to retain viewers. Thirdly, the fast-forward affects the audience's feelings and effect, but the freeze-frame image CW ads are better than the traditional ones. Fourthly, the freeze-frame image CW ads are not susceptible to the impact of the time factor. The freeze-frame image CW ads in China have good prospect, which is caused by a combination of factors: the Chinese digital TV, the DVR platform with the integration of Chinese characteristics, the limitations of TV ads, the Chinese market integration and future advertising trends. |
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