电视广告中的人文关怀影视编导专业.docx

电视广告中的人文关怀 目录 摘要 I Abstract II 一、绪论 1 1研究背景 1 2研究意义 1 二、我国电视媒体的现状及广告现状 1 1媒体电视及频道的普及 1 2我国电视广告现状 2 三、人文关怀对电视广告的重要意义 2 1人文关怀是电视广告应有的品格 2 2人文关怀是电视广告打动消费者的最终手段 2 （1）消费者对广告的注意与接受 2 （2）消费者对电视广告的注意与广告的人文关怀的关联性 3 四、实现电视广告中人文关怀的途径 3 1 充分关注受众需求。 3 2 注重构建广告文化。 4 3保持积极的创作态度。 4 （1）坚持服务至上 4 （2）恪守诚信为本 5 （3）建立可持续消费观 5 五、从实例中探讨人文关怀电视广告未来的发展 5 1未来人文关怀电视广告发展应尊重消费者 5 2未来人文关怀电视广告发展应拒绝平庸 6 3未来人文关怀电视广告发展应注重绿色发展 6 4未来人文电视广告发展应注重公益性 7 总结 8 电视广告中的人文关怀 摘要： 随着经济的发展和社会文明的进步，经济行为日益成为一种文化行为。广告已经不再是一种纯粹的商业行为，而日益著有人文色彩，并成为一种独特的社会文化现象。近年来，电视广告的人文关怀色彩日趋浓郁。电视广告销售观逐渐由以前的以“物”为中心发展到以“人”为中心，即以人为本，充分尊重、理解消费者，从根本上满足消费者的需要。以人为本观广告是对以往销售观广告即物本观广告的一种改革和超越。人文关怀是电视广告应有的品格，人文关怀是电视广告打动消费者的最终手段。它的内涵主要表现在对人的关怀、对社会的关怀以及对自然的关怀。如果说20世纪的主流广告强调广告是销售的手段、所有的广告活动都应以销售为本的话,那么关切人的生存状态、重视人的价值、捍卫人的尊严幸福、满足人的整体需求和关注人的个性发展,则是人本广告观念的核心。从销售观到人本观,是广告观念革命性的转变。这一转变给广告带来了极大的发展空间,促使广告主、广告人从“唯我独尊”的思维模式中走出来;这一转变必然越来越契合人的特性和需求,越来越具有人文关怀的氛围。电视广告中的人文关怀主要通过感性诉求、理性诉求以及感性诉求和理性诉求相结合的方式来体现。人文关怀是市场经济背景下,思想界忧患于不良社会现象,抵御物欲横流、金钱至上、生命价值消解的人类良知。它关注的是人对人的价值、人对社会的价值、人对自然的价值,其核心内涵是修正人的价值取向,体现人类对社会的终极关怀,强调人与自然的和谐。媒体具有深刻的影响力,而广告尤其深远影响人的判断力,所以,对于当今电视广告,我们要提倡一种人文关怀,以期获得一种和谐的人类生存环境。本文就电视中的人文关怀为题，逐一对在广告中体现的人文关怀加以研究、分析。 关键词： 电视广告；文关怀；以人为本；探究及分析 Humanistic care in TV advertisements Name Abstract: with the development of economy and the progress of social civilization, economic behavior has become a kind of cultural behavior. Advertising is no longer a purely commercial behavior, but increasingly the humanities, and become a unique social and cultural phenomenon. In recent years, the humanistic care of TV advertising is becoming more and more colorful. The concept of TV advertising sales gradually from the former to the "material" as the center to the "people" as the center, that is people-oriented, full respect, understanding of consumers, to meet the needs of consumers fundamentally. The concept of people-oriented advertising in the past is the sales concept of advertising is a reform of humanistic advertising and beyond. Humanistic care is the character of TV advertisement, and humanistic care is the ultimate means of TV advertising. Its connotation is mainly reflected in the care for the people, the care for the society and the care for nature. If the mainstream advertising advertising sales in twentieth Century that means, all the advertising activities should be based on the sales of the words, so concerned about people's living condition, the value of man, defend human dignity and happiness, to meet people's needs and concerns the overall development of the human personality, is the core of the concept of advertising. From the concept of sales to the concept of people, is a revolutionary change in the concept of advertising. This change has brought great development space for advertising, advertisers and advertising people come out from the "overweening" mode of thinking; this change will more and more accord with the characteristics and needs of people, more and more humanistic atmosphere. The humanistic care in TV advertising is mainly reflected by the combination of emotional appeal, rational appeal, emotional appeal and rational appeal. Humanistic care is a human conscience in the context of the market economy, the ideological community is worried about the adverse social phenomenon, to resist material flow, money first, and the value of life. It pays attention to the value of man to man, the value of man to society, the value of man to nature, and its core content is to correct the value orientation of man, to embody the ultimate concern of human society, and to emphasize the harmony between man and nature. The media has a profound influence, and advertising is particularly far-reaching impact on people's judgment, so, for today's television advertising, we should advocate a humane care, in order to obtain a harmonious human living environment. In this paper, the humanities concern in the television, one by one to reflect the humanistic care in advertising to be studied and analyzed. Key words: TV advertising； humanistic care； people-oriented；exploration and analysis III 一、绪论 1研究背景 在市场经济发展的今天，广告可谓是无处不在，有时候你在不经意间的一段视频中，你以为是微电影，可是当你看到最后的时候你才发现你被愚弄了。现在的广告可谓是五花八门，广告已经与我们的生活息息相关。并且现在的广告已经在潜移默化的影响我们的生活比如：“充电五分钟，通话两小时”被网友转化为“我充了两个小时的电，却找不到通5分钟电话的人”。像这种广告有很多。现在的广告已经渗入了各行各业，甚至街头贴手机膜的都打着“祖传贴膜”的广告。小到以LED文字的形式、发传单、发名片形式等，大到上CCTV以微电影的形式呈现给大家。众多广告形式的发展，其中最为广泛的、最为正式还是电视中的广告。在这样的背景下，我就以电视广告中的人文关怀为思维主线，来探讨电视广告应该有的人文关怀。 2研究意义 电视广告从小的说，是商家销售自己产品而做出的广告。从大方向来说，广告本身也是一种文化，精美的具有人文关怀的广告，不但传递着商品特有的信息，也往往会承载更多的民族文化精髓，久而久之成为民族文化的一部分。它以民族特定的生活风俗、民族意识观念等等有着不可分割的联系。[1]高档次的广告必须要有本民族的传统文化支撑，反过来广告也为传统文化增加色彩，其关系是相辅相成的。广告作为一种新的文化形式要具有人文关怀、应该尊重传统文化积淀，最后才能增添广告本身的内容。 研究人文关怀广告的意义就是，首先广告要充满民族人文关怀，其次达到广告的商业目的、达到广告的诉求。在这样的一个条件下，电视人文关怀广告就给观众传递了中华传统文化中值得珍惜的一面