Study On Chinese TV Advertising And Its Dubbing

TV advertising expresses a kind of mass communication form with its unique creative elements through intuition picture and vivid verbal language.Dubbing of TV advertising is an important part of TV advertising.In recent years,excellent dubbing works of TV advertising in our country are less and less,production of work is not elaborate,dubbing is random,dubbing specialist lacks of investment of emotion and cognition of the characteristics of the product itself.He lacks of sharpening and improvement of its own quality at the same time of pursuing commercial interests.Based on the importance of TV advertising and its dubbing in modern advertising career,this paper summarizes,concludes and researches TV advertising and its dubbing starting from theoretical basement of multi-subjects such as broadcasting,mass communication,advertising,etc.through a large amount of analysis of classic TV advertising cases.The first part is mainly the introduction of TV advertisement and its dubbing,which introduces the source and development of advertising and its dubbing specifically.From the advertising in the primitive society to the appearance of newspaper after the Opium War and the rising of modern advertisement(broadcast,TV,network)finally.It mainly introduces the development of TV advertising dubbing.The second part classifies the TV adverting systematically,such as slice of life type,settling problems type,demonstrating and explaining type,story type,humorous type,etc.Moreover it analyzes dubbing methods of different types of TV advertising cases through numerous classic TV advertisement cases.For example,as to the TV advertisement dubbing of demonstrating and explaining type,dubbing specialist needs to pay special attention to the introduction of related product performances.When dubbing to the story type TV advertisement,dubbing specialist needs to clear the identification of figures and connections among figures in the story.Pay attention to the tone cohesion and change of emotion.The third part emphasizes on analyzing the sound elements of TV advertising dubbing.First of all,it talks about dubbing in background music and divides it into vocal music and instrument music according to performance form;Dubbing in background music can be divided into classic traditional style,folk style and pop rock style according to the music style.The paper illustrate the important role of dubbing in background music in dubbing of TV advertisement.Secondly,it discusses about stereo and divides stereo into natural stereo,movement stereo of articles and movement stereo of people.Conclude the important role of stereo in TV advertisement.At last,it conducts specific description as to the voice in the TV advertisement dubbing from aspects such as intonation,energy in language,pitch,sound intensity,etc.combining knowledge of broadcasting phonation.It reveals the important role of TV advertising dubbing to construct the product image and improve the brand value.The fourth part illustrates the application of skills of TV advertising dubbing.Basic skills training such as aspirate and pronunciation,breath-controlling,resonance controlling,etc;Self-regulation when dubbing;Expression of feelings;Application of skills of the three aspects.Deepening cultivation of learning of professional knowledge and professional skills of dubbing specialist.The fifth part mainly analyzes the problems and thoughts in TV advertising dubbing.For example,it lacks of cooperation of sound and image relatively to the dubbing of broadcast advertisement;It lacks of personalized innovation of language and invites famous stars to endorse aimlessly;It pursues commercialized marketing and lacks of thought with serviceability and artistry;And it puts forward that TV advertising dubbing will develop to the direction of diversification with the constant development of technology.This paper conducts analysis and research systematically to TV advertisement and its dubbing from the perspective of communication and broadcasting.Deepen self-cognition and professional quality capacities of dubbing specialist through basic theory research of sound elements,emotional mastery and skills' application,which is beneficial to understanding and improvement of the professional dubbing team to TV advertising dubbing production.Put forward the trend and prospect of the development of TV advertisement dubbing innovatively through researching the sound,emotion and skills of TV advertisement and its dubbing.It has guiding function to understand artistic characteristics,creative skills and performance forms of TV advertising dubbing and has great reference value and promotion function to the shaping of brand image and promotion of the brand.