The Innovation Considers On The Creativity Of TV Advertisement In Digital Era

With the development of digital technique and network technique, digital TV has become an important symbol of modern social information. Digital TV supports more business function, and it not only makes the programs more colorful and clearer, but because of its mutual communication, it has made a new mode of profit. At the same time it has great influence on the existence of traditional TV advertisements, and it also brings great challenges and influence on originality of TV advertisements.Firstly, this thesis summarizes each kind of form and characteristic of TV advertisements in digital era, and speculates on the three developing direction of TV advertisements in digital era.Secondly, it analyzes the influence and challenges of originality of TV advertisements that digital era brings. The influence exists in two sides: one is transmission of originality, and the other is expression of originality. Challenges mainly come from strongly competing medium environment, the developing receiving audience, the behindhand technique and experience and the non-improved vocational personnel.Thirdly, it elaborates that advertising originality is the spirit of advertising activity, and it's the most important ache that catches people's eyes. When people judge whether a piece of originality is an vexatious and effective one, they should consider it from two aspects:One is from the strategy of the originality, whether it's right, and the other is from the expression of the originality, whether it's good. Finally, on the basis of analyzing the expressing form of TV advertisements of the digital era, it combines the digital characteristic of digital TV, mutual communication and compatibility. It tries to bring forward new thought of the originality of TV advertisements in digital era about originality strategy and originality expression. The innovation of the originality of TV advertisements in digital era gives expression to orientation strategy, mutual-communicating strategy, depth strategy and conformity strategy. The thesis analyzes and discusses the innovation of originality expression mainly from three aspects: the expressing method of the originality, the expressing seeing of originality and the expressing principle of originality.