Research On The Current Situation And Strategy Of TV Advertisement In The New Media

With the rapid development and popularization of digital technique, network and information technology, new media such as Internet and mobile phones are emerging. Through the different media form from the traditional media, they are changing the mode of information transmission and reception and gradually infiltrating into people’s daily lives. They are playing an increasingly important role in transmitting information in modern society. Therefore, it can be said that we have entered the new media era, in which communication is everywhere. Under the background of new media’s fast rise, all kinds of views about the death of traditional media begin to appear. The TV media and television commercials are confronted with severe challenges. Consequently, How to face the challenges of the new environment and realize one’s own breakthrough is the problem that TV advertising communication must face up to.In this paper, using data analysis method, questionnaire investigation method and case-study method, aims to analyses the current situation of traditional TV advertising communication in the new media era, find out the sticking point of television advertisement faces, and grasp the new opportunities to enhance the value of TV advertising. At last, I hope to offer some useful references for television advertising communication strategies.This paper is composed of three chapters. The first chapter analyzes the impacts of the change of internal and external ecological environment on TV advertising communication. The second chapter presents new opportunities for promoting the value of television advertising in the new media ear. The third chapter, On the basis of understanding the communicational disadvantages and advantages of TV advertising, this part comes up with some strategies and suggests for promoting communication effect of TV advertising.