ExtensiveandprofoundtraditionalChineseculture.docx
- 文档编号:3716151
- 上传时间:2022-11-24
- 格式:DOCX
- 页数:25
- 大小:45.79KB
ExtensiveandprofoundtraditionalChineseculture.docx
《ExtensiveandprofoundtraditionalChineseculture.docx》由会员分享,可在线阅读,更多相关《ExtensiveandprofoundtraditionalChineseculture.docx(25页珍藏版)》请在冰豆网上搜索。
ExtensiveandprofoundtraditionalChineseculture
ExtensiveandprofoundtraditionalChineseculture,hasalonghistory,tojusticeandhumanityasthecorederivedfromaself-madesystemvaluesystems,traditionsandculturalvaluesintelevisioncommercialsinthepenetrationoftelevisionadvertisinghaschangedpurelyaproductofeconomicandsocialrole,whetheritisthewifeherhusband,children,parents,inaffectiononthetrivial.FromMelatonintoalcohol,mobilephones,toothpaste,washingmachines,washingpowdertomakeitaneducationalandadvocacytowardsthemelt,intothedirectionofentertainmenthasbecomeanewculturalforms.
Nationaltelevisionadvertisingisanimportantfeatureisthestressbolsteringcreativity.Emotionalappealsandconsumerstobuygoodsrelatingtothesocialandpsychologicalneedsofmanyconsumerstosupporttheirbuyingdecisionsareemotionalmotivation,andmakingpurchasingdecisions,theyfeelthebrandthanthebrandofsuchfeaturesorattributesLearnmoreimportant.Manyadvertisersinthesalescompetition,nosignificantdifferencesbetweenthosewiththebrand,sincethedifferencebetweenrationaldifficulttoidentify,attractconsumerstoemotionalappealswillplayabetterrole.AnotherfeatureofthedomesticTVadvertisingistoreflectthegoodfaith.Credibilityisthecoreofargumentation,butalsothebasicrequirementsforcommercialactivity,thedomesticcontentoftelevisionadvertisingthisasafulcrum.Milk"Milklight"tripleadvertising,"Sanlumilkpowder"securityguaranteesfresh.ChinaMobileadswithacriticalmoment,trusttheglobalpass,throughthethreestories:
thelovemusicXiaoMeng,acompanyboss'sbusiness;June10,2002inVietnamofChinesetouristsindistressatsea.Chinesenationandforyourspiritualnourishmentoutofaculture,arespectforharmonyandunityofthebroad-mindedness.Ahappyfamily,harmony,nationalpeace,prosperity,nationalunity,unity,asthousandsofyearspeople'spursuitofapermanentgoal.
China'sadvertisingreflectsthepeople'scommonnotionofagroup:
emphasizingwholeattachesgreatimportancetofamilyandfamilyties;andtheWestareareflectionoftheiradvertisingself-centeredculture,emphasizingtheroleoftheindividual'sindependenceandthemainbody,heavypersonalityZhangYang.Fromanaestheticpointofviewtypicalofthetheory,emphasizingthetypicalindividualfromthetypeofconceptisdevelopedfromthetypicalviewoftheresultsnaturallybetterthanthelatter.Mayalsowishtoalcoholadvertisingasanexample,almostallofthewinesofdomesticadvertisinghasgreatlyexaggeratedthefamilylove,friendshiplove,stressHarmonycommonality.Britishalcoholadsarequitecreativepersonality,andalmosteveryadsareverydifferent.mondariz.TVad,ayoungmanwakesupafterdrinkingwash,thesurprisedtofindthattheirearsandbodyhavebeentakingadvantageofdrunkpeoplewearingalotofmetalrings,andthentheslogan:
donotwanttodrinktoodrunk,weshouldchoosemondariz..Obviously,thisadimpliesitsproductsmondariz.Isamoremoderatewinepersonality,evenifexcessivedrinkingwillnotComeDrinkWithMe.
LongerpiecesofChineseadvertisinglanguage(highcontext),narrationandothervoice-orientedmodeling,expressiveandstrong,oftenbycreatingabeautifulatmospheretogivetheaudiencesomekindofintuitionforitsproductsorgoodwillandbecarefulthatthesituationismoving,putmoreweightonperceptualknowledge:
Theseadsareoftenfilledwithawarmafamilyofthreesittingaroundthediningtabledrinkingmilk,advertisingphrase:
Focusonyourfamily'shealth,givethemabetterfuture.(FriendsoftheFriendsofthemilkads)..Britishadvertisingisusuallymoreobjective,preciseshortslogan,emphasizinglanguage,accurate,general,andthescreenformlanguage,reasoningandassociation,andthereforearationalcomponenttothehighside,theadswereasomewhatallegoricalimagespavetheway,andfinallygivesSloganslikethefinishingtouch.Let'slookataEuropeandtheUnitedStatesofmilkadvertising.Firstthereisthemilkpushedironpictureandsound,andthencontinuetomoveupthelens,whatissurprisingisnotthecowsbuttheemergenceofahandinthecrowdedboxedmilk,inordertodescribethebrandofmilkisveryfresh.Theotheradsareonthebegottcream,firstappearedonthescreenisgraduallytraversedthegrass,ateamofcows,andthenheadtoanotherteamthatwentthroughthecow.Sloganscreamprocessingplantandthenshiftrelief,voice-overofourbuttercomesfromNatureisalittleadviewersacertainlogicaldeductionandabstractassociationthatisfreshandnaturalproductscanbedrawnconclusions.
East-WestdifferencesintelevisionadvertisingwiththeWesternandtraditionalChineseaestheticmaindifference-namely,realism(reproduction)andfreehand(performance)coincideswiththedifference.Diaopaitoothpasteinthe"newmother"chapterofCUHKisatypicalsectionofthemonologuepiecesofChina'sadvertisingstyleoflanguage:
firstforthedescriptionoftwoemotionalchangesintheworld,behindonlyappearedwiththeproduct-relatedadvertisingslogan:
thetruthpay,spiritualcrossroads,carvingbrandoftoothpaste.Let'slookatapictureofatypicalWesternstory-tellinglanguageadvertisingslogan.Deliveryofacarparkedintheoldfurniture,ahousedownstairs,onthesecondfloorwindowsoftheoldfurniture,constantlythrowninthevehicle.Movingacartoopenleft,anothertoopenacarstoppedatthedoorthathappenedtobedownstairswindowsdownstairs.Nopersondrivingavehicletogooffseveral,fromthewindowofanoldsofa,thenthrewhisroofsmashed.Thisistheemergenceofastore-brandinsurancecompanies,calledadwords:
lifeisfullofsurprise.(Lifeisfullofunexpectedthings).Ingeneral,Chineseisthespiral,andfinallytothepoint;andtheWestinthediscourseaspectsofwritinglinear,straight-cuttheme.ThisistheWesterncultureinthetelevisionlanguagemodelinginasignificantdifference.
Infact,boththeWestanddomestictelevisionadvertisingcreativeshouldbebasedonvisualeffectsfortheultimategoaltopursue.Dependingonthetelevisionandlistentopossesstwofunctions,TV,asowners,mainlyrelyonlanguagetoexpressthecontentsofthescreen,listeningtoonlylookataids,whohavenotyetoutofbroadcastingtheimpactofblindlytosurvivebyvirtueofemotionalnarrationoftheTVadsisverydifficulttolaythemarkof.Therefore,thetelevisionadvertisinginthecreation,theneedtoeffectthescreenformlanguagecenter,throughthelanguagescreentellingstories.Ibelievethat,inthefilmingTVads,inordertoeffectthescreenlanguagedesignedfortheend-resultisthekeytosuccess.
WearefamiliarwiththeU.S.McDonald'sadvertisingbabyarticles,babyrockingcradleofthepre-rollafterthelaughterandtears,highlightingastrongbrandawareness.TheUnitedKingdomadigitalcameraad,doesnotappearsimilartothenationalradioadvertisingasaspecialoralpresentationoftheperformanceoftheshock.Theadvertisementreadsasfollows:
onedressedonlyinshortswretchinthesnowinthewinter,triadscoercedtoapersonwithphotography,soshiveringwithhishandsphotographed.Winterthesnowisverycold,wearingonlyawretchunderwear,butthereareheartstoseethenaturaltriadoffear-thiscase,thephotoeffectisclearlymade,thecamera'sshockproofperformanceisself-evident.Therearealsosomedomesticadvertisingaccountofatypicallanguagewithpictures.America'sair-conditioningtelevisioncommercials,thecenterscreenisalwaysashrimpandanair-conditioning,acookedshrimpwiththeUnitedStatesofair-conditioningcoolinggraduallyfromthesurfaceintoaredbrownandfinallycouldnotstandbecausetheair-conditioningactuallyhitasneezeandthenabscond.Languageoftheentireadisnotforcedtosell,noproducts,thestreetsofthecontentsofthescreenthereisnoparticularity,thereisonlyonelens,buttheexpression_rsandmanifestationsofverycreative,andsomethingsimpleandfuntoreceivethemeasily.
Westerntelevisionadvertisingcreativeischaracterizedbycommonlawcounter-claimandthedifferencesare,inintroducingtheproduct'sperformance,thedomesticadvertisingtendtousepositivedummy-basedpractices,arenotgoodatbeingsoanti-that,thenstraightQusaid,thewordsofthismeaningPeter'smethod.Abroad,thisapproachisnoshortageofexamples,well-knownBritishstellaartoisbeeradsrelyonwitandalargeproductionbudget,inpromotingthebrandtoensureitspositionisveryexpensive,inordertodeepentheaudience'strustinthequalityofproducts;theUnitedStatesnon-stickpotadsdisplayedonthescreenonlyfriedeggsintheflowofjuiceintothepotthewholeprocessofforming,thelastpictureisatrademarkofthispan.Voice-oversaying:
Thisthebestnon-stickpan,onlystickSilverstonetrademark.
Currentlawisdifferentadvertisingproductioninordertoenrichtheassociationshouldimaginethepremisefortheideatobreaktheconventionalthinkingtocreateanunexpectedadvertisinglanguage.Suchasbeeradvertising,thedomesticinordertomeettheirrelativesandfriendsanddrinkingboastthemainlanguageisnotenoughimplication,thelackofnovelty,whiletheBritishadvertisingacertainbrandofbeercaddywithtennisround-tripnon-stoprunningbackandforth(quicktotaketheballlikeatennismatchdoes)takeemptybottlestoelicitthebrandpopularityofbeerinthebar.Britainisverywell-knownapublicserviceads,thescreenisaverylovablechi
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- ExtensiveandprofoundtraditionalChineseculture
![提示](https://static.bdocx.com/images/bang_tan.gif)