Research On The Application Of The Dual Effect Of The Media Integration Era In Chinese TV Advertising Communication

Mcluhan said,"do not understand the role of communication tools,it is impossible to understand the social and cultural changes”,the development of the advertising industry is always inseparable from the specific social and historical environment,different times have different development direction,and the advertising industry is in the progress of the times.As Chinese major television advertising media advertising,plays an important role in the development of social economy and public life,with the change of the social media environment and media environment and other factors,the development of television advertising will also face severe challenges.The emergence and development of digital new media,the birth of a new communication environment,Chinese television advertising with its traditional mode of communication has been unable to adapt to the development of the new era,to take the full media communication model has become inevitable.The principle of double effect,which is used to study the theory of moral problems,is widely used in our social life,through the principle of double effect on TV advertising,in order to make the most objective and comprehensive analysis.What is more important is that the problem of TV advertising communication is divided into the problem of disordered moral.Both the disseminator and the receiver can be more aware of the seriousness of the problem and pay attention to it.This paper uses double effect principle,research methods,theory with system firstly,explains the connotation of the financial media era and the main features of internal and taking the influence of the change of media environment on the internal and external influence of China's TV advertising communication as the breakthrough point,analysis of television advertising media mode of traditional TV advertising communication mode and the financial media era,and through the collation and analysis of the data,to explore the current network of television advertising trends.Secondly,according to the connotation of the rule of double effect and formation conditions of the analysis of China's TV advertisement of the original intention,on the basis of combining the theory with case analysis of the positive and negative effects of moral China's TV advertising media integration era,based on the above analysis,the article concludes with the media integration era,according to the principle of double effect,moral construction Chinese TV ads should be taken and the future development countermeasures and suggestions.