The Construction Of Emotion And Sense Of Identity In Film And Television Advertisements

In terms of content,film and television advertising possesses two aspects of artistic creation and commercial property.For a long time,the two have opposed each other and supported each other.Its commercial properties determine the role and effectiveness of advertising must be the brand,the brand will be sold before the goods,whether to enhance brand awareness as one of the criteria for the success of advertising,but with the development of the information age,the media change,The platform for communication has become diversified,the appeal and receptivity of audiences to new forms of advertisements have been on the rise,and some advertisements supported by emotional demands have not only completed the commercial properties but also added contemporary features Art aesthetics,and even into the social issues elements.In the process of changing the demands of advertisement,the balance between artistic creation and commercial value is a new topic in the creation of Television ads.This thesis will be divided into three chapters to discuss the emotional construction and identity in the Television ads.The first chapter analyzes the concept summaries and appeals of emotional advertisement in film and television advertisements,and demonstrates that compared with the traditional forms of advertisements,the advertisement based on emotion has certain advantages in the degree of communication and audience recognition,new demand.The second chapter analyzes the types of current emotional advertising from the perspective of audience appeal classification,and how affective factors affect audiences step by step in emotional advertising,and arouse the audience's identity.The third chapter analyzes theimpact of the emergence of emotional advertisements on the modern film and television advertising industry.The full text has always centered on the emotional construction and recognition of film and television advertisements,and as an entry point to demonstrate the changes in the industrial structure triggered by changes in social appeals in film and television advertisements,and to guide the creation of new creative thinking.