| The Spring Festival gala of China central television(hereinafter referred to as "CCTV Spring Festival gala"),as an expression of Chinese people celebrating the traditional Spring Festival,has gone through 37 years.After the two Spring Festival galas in 1983 and 1984,it has become an annual custom for families to get together on New Year’s eve and have dinner together while watching the CCTV Spring Festival gala.As a part of CCTV Spring Festival gala,Spring Festival gala advertisement is also one of the topics that people often talk about after the Spring Festival gala every year.In the first CCTV Spring Festival gala in1983,there were no advertisements.Since 1984,commercial advertisements have appeared in the live broadcast of the Spring Festival gala in various forms.In 2012,ha wen,director of the CCTV Spring Festival gala,put forward the policy of "zero implantation" of commercial advertisements.In2013,the Spring Festival gala public service advertisement came into being,and two public service advertisements,"going home--the late new clothes" and "beautiful China",which were broadcasted for the first time in 2013,were also praised by the audience.Since then,CCTV Spring Festival gala public service advertising has become one of the Spring Festival gala and a major point of interest and highlights.In 2015,the CCTV Spring Festival gala continued to carry forward the spirit of innovation and cooperated with We Chat for the first time.During the live broadcast of the Spring Festival gala,an interactive link of We Chat "red envelope shake" was added.The enthusiasm of the whole people was high.This article mainly through to the 1983-2019 CCTV Spring Festival gala classified ads,the analysis of the overall development of gala advertising,from the view of transmission ceremony on Spring Festival gala advertising analysis and elaboration,and summarized its dissemination significance especially gala social functions of public service ads and spreading value,tofound the Spring Festival gala with CCTV advertising media relations experienced a process from game to balance each other,and try to provide gala advertising should be how to develop a theoretical paradigm.The first chapter introduces the basic situation of CCTV Spring Festival gala.It clarifies the concept of Spring Festival gala,sorts out the theme of Spring Festival gala over the years,and analyzes the audience characteristics of Spring Festival gala and the particularity of time and space on New Year’s eve.The second chapter will analyze the overall development characteristics of Spring Festival gala advertisements from the perspectives of advertising types and performance,capital strength and media purchase,etc.,from scratch,commercial advertisements were cancelled in 2012,public service advertisements were inserted in 2013,and commercial advertisements and public service advertisements have been combined since 2015.The third chapter,from the perspective of ritual view,analyzes the deconstruction of the commercial advertisement of the Spring Festival gala to the specific time and space of the Spring Festival gala,the sharing of the meaning of the public service advertisement of the Spring Festival gala and its communication value,and finds that the relationship between the advertising of the Spring Festival gala and the CCTV media has gone through a process from mutual game to balance.The fourth chapter reflects on whether there should be advertising in the Spring Festival gala and tries to provide a theoretical paradigm for how to carry out advertising in the Spring Festival gala. |
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