国外电视广告研究现状论文

国内外研究现状目前，国内外对于有关互动电视广告的研究分析主要可以分为以下几个具体方向一关于新媒体语境下广告媒介发展的环境发生的变化研究。有关于新媒体的研究，如新媒体概念的界定、新媒体的特征、新媒体语境下文化多元化的诉求等。

数字电视广告。数字电视广告也是近几年才出现的一种新型的广告模式，它是一种利用机顶盒进行广告宣传的一种形式，目前主要的形式有开机画面广告、超链接广告、换台广告、字幕广告和VOD点播广告等几种形式。相较传统电视广告，数字电视广告覆盖率高，装有机顶盒的电视用户都能看到广告，并且，这种广告具有强制性，其是与机顶盒和遥控同步进行的，因此，相比传统电视广告，数字电视广告具有较强的优越性。

电视广告(Television Advertisements) Today, a growing number of commercial (商业性的) advertisements jump into TV programs, which is a controversial issue. Television advertisements have positive aspects. First, they can provide viewers with valuable information about merchandise. Second, the wide spread of TV ads may also stimulate the economy. Finally, these commercials (广告) often finance the operation cost of television stations. However, television advertisements also have negative aspects. In the first place, these ads often interrupt interesting programs. Besides, some ads may be highly unreliable if they are motivated by profit. What is more, ads may increase people's greed by encouraging them to own so called "valuable" products. Finally, some TV ads give viewers a false sense of reality by promising that certain products will make potential customers lucky, attractive, rich and successful. Weighing the positive and negative aspects, I think that we should turn TV ads to their best advantage. TV ads should be carefully examined and scientifically edited before they are allowed to become a part of people's life. TV stations and producers should treat TV ads as their good servant, not their bad master.