Research On The Characters In Chinese TV TV Commercials

The development of modern automobile industry and fierce competition promote the innovation of car ads on the content and form, what's more, advertising becomes more sophisticated because of the progress in the expansion of mass media and communication technology. TV and online video have a strong sense of the scene and beautiful screen, which can bring the public a total sensory experience, therefore, more and more advertisers put the focus of advertising media on them. What's more, their broad audience coverage can spread the brand to most people which will increase brand awareness and even manufacture overnight miracle. Entering the new century, China-made automobile ads are developing prospertily. As the representative of China's four major automotive group, Chang'an, FAW, SAIC and Dongfeng are rich in brand resources through continuous mergers and acquisitions. In addition, their advertisements represents the level of the domestic automobile advertising. Domestic car advertising in TV and Internet screens become a hot phenomenon in the advertising industry, which will spread brand information and guide the public culture.Based on the domestic automobile TV advertising, this paper aims to explore the way of consruction for characters and analyze the manner of consumption of automobile advertisements. The construction of advertising characters reflect social mainstream values and advertisers'benefit, while the consumption of body, life and celebrity reflect the current social mentality of China. As a mass communication activities, automobile TV advertising has important significance in guiding public consumption to reshape the automobile and consumer attitudes, except for its stimulating effect on the automotive industry. The image of men and women varied in different age, occupation, identity, personality and other characteristics presented in the automobile TV advertising directly reflect the tone of the brand. On the other hand, it is also a metaphor for male and female image in society,difference in status, the shelter for some class characters, popular cultural concept and so on.I think, in the current context of the rapid development of automobile advertising, domestic car ads for construction of characters and multiple control factors behind consumption both are issues worth of study.