Human Care In Tv Advertising

In the information era, a variety of TV ads are thoroughly integrated into oursocial life, which is not only a commercial activity, but also an expression ofhumanism. Human care in TV ads becomes a unique social and cultural phenomenon.Therefore, the study of human care in TV advertising from a cultural perspective hasthe theoretical significance and practical value.In recent years, the focus of TV advertising has fundamentally shifted from the“objects-centered” to the “people-centered”. Researches have been done on the TVads, and most of them are for the purpose of great popularity. Moreover, the study ofTV advertising from the cultural aspect is still less, especially from the aspect of thehumanism. Based upon the existing researches, this paper thus studies human care andthe expressions in TV advertising from a cultural perspective. Using the case studyand the qualitative research methods, this research tries to expose the human care inTV ads.The article includes the following five chapters. Chapter One discusses theconnotations of humane care in Television advertising. In Chapter Two, from thepsychological needs of the audience, the writer analyzes some cases of televisionadvertising and clarifies the importance of human care to TV advertising. ChapterThree makes clear the three main expressions of human care in TV advertising, that is,the emotional appeal, the rational appeal and the combination of both emotional andrational appeal. Chapter Four comments on the lack of human care in the present TVads. The last chapter brings the study to a conclusion, which shows the solution to theproblems and presents suggestions to the development of modern TV advertising.Studying human care and the expressions in TV advertising, this paper not onlyaims at making TV ads a source of information to effectively promote their products,but also advocates a positive attitude towards life and conveys a healthy Philosophy of life, which helps calm down the inner world of people and create a good culturalatmosphere.