On The Television Ads Of The New Trends In Art

Television advertisement is the program that information are highly concentrated and enriched. It has audio-visual features, the same with newspaper, broadcast and movie,and it combines sound, image, color with audibility, visibility and readability. The TV ad has been the most modernized and significant style of ad bacause of its liveliness. It always puts the video, color and image together by unique skills and special plot, which makes it distinct. Through artistic image , kinds of artistic form and performance means, TV ad, as an art, carries on information dissemination, which concern commodity information as well as one kind of unique artistic form. Its artistic value mainly manifests in the perfect degree which the artistic treatment and performance achieve. This paper dwells on a number of excellent television advertisements, elaborating the development trend of TV ad, and put forward the proposal for the television advertisement art's healthy development.The thesis is divided into five parts. Part one is about the new background of TV ad. The time is testing advertisement, while advertisement is creating the era. Issuing commodity information is no longer the sole function of TV ad, which has been comprehensive advertisement combining commerce, culture entertainments ,science and technology. This part analyses the actual situation from three aspects-support from the culture polices;help from science and technology;public aesthetic requirements.Part two is the new changes in"subject demands"of TV ad. This part carries on analysis from changes in subject demands, consumer psychology demand and social environment, proposing four kinds of demand subjects, such as nature and ecology, traditional culture, emotional exaggeration, individuality and freedom.Part three concerns the new changes in TV ad's form. It no longer pursued any content independently, while TV ad is developing in diversification, which mainly showed in three aspects-- more enhancements in narrative; using much more kinds of element; application of rhetorical skill. In the elaboration the excellent domestic television advertisement work is compared, providing the way that the advertisement creativity and the brand development may use for reference.Part four talks about new tendency in style and function. In the era of information development, the business takes the product promotion as the first goal.And to achieve this goal, advertisers promate their products by all kinds of methods.So TV ad shows different style in esthetics and interest.That means exaggeration for atmosphere in artistic style and transformation in artistic function from the imitation to the creation.Part five focus on the question exiting in television advertisement and the feasible solution. The question is that creativity is too simple, star effect is excessive,interest is vulgar,humor and national culture lack. So great attention need to be paid to the modern idea permeation and the traditional culture inheritance.