Research On Television Advertisement Of China And Development Strategy In The Media Ecology Sight

Mcluhan says,"If you don't understand the function of communication tools, you can't understand the vicissitude of the society and culture either".Also Advertising industry's development can not be substantive from specific society history environment.Different times proposes different proposition.However,the advertising industry is unceasing development when solving the problems that the time has proposed.Television advertisement is the most important advertisement of China.It plays the key role for the economic development and our society life.At present,the view point—"the ecology view point is the main thought foundation" is accepted by more and more people.At the mean time,it has become the inexhuastible power.The best way to study the phenomena and problem of the communication is using the principle of ecology.The media ecology provides a new means to study TV advertisement objectively.Furthermore it will be easier to recognize the situation of TV advertisement when we consider it as organism.The thesis,adopting the theory of media ecology and system,analyze the media ecological environment of TV advertisement.The outside environment includes political,economical,technical and cultural factors.The inside environment has two parts.One is the competition of the ads' resource between the media groups while the other is the influence on TV ads by the advertiser,audience,media or ads' information. The thesis proposes the developing strategy of TV ads under the media environment on which the analysis has been studied before.The first is to optimize the TV ads' outside environment of media ecology.The second is the coexistence of both TV and other media and mutual complementarity within the TV media group.The third is the self-developing strategy,including service for the advertisers,specialization of TV channels,brand marketing and advertising information.