Research On The Coordination Of Domestic Contemporary TV Advertising Market Effect And Cultural Orientation

TV advertising is an important part of the content and form in all kinds of TV media. TV advertising not only has an important economic significance, but also has a social and cultural orientation of the guiding value. While the social and cultural orientation, as a reflection of the cultural values of the community, but also the TV advertising market effect has played a huge impact.With the rapid development of market economy in our country, the construction of socialist culture has made great progress. The form of TV advertising and the social and cultural orientation make promote each other, the impact of the trend is becoming increasingly apparent. In the current historical stage of social development, it is necessary to conduct in-depth research on the market effect and cultural orientation of TV advertising. While ensuring the full play of the market effect of television advertising, social and cultural orientation plays a positive and positive role in guiding the two to produce a virtuous cycle and promote each other. This not only has important theoretical significance, but also has very obvious practical value.With many years of development, Chinese television advertising industry made great progress, and the emergence of a number of viewing of the very best of TV advertising works in art and, many of whom are the orientation of the culture of the whole society produce a far-reaching impact on the work.But it is undeniable that the vast majority of television advertising still belong to commercial advertising, so advertisers pay more attention to the short-term direct economic benefits of advertising, and the impact of the cultural orientation of the neglect of advertising. One-sided requires companies to give up the importance of economic benefits and to pursue TV advertising on the cultural orientation of value guidance is clearly not realistic. So this article wants to through on how to use the cultural orientation of TV advertising as the research to explore through government guidance and improving the advertisers, advertising, media, advertising and audience cultural literacy, to find a better amplification effect of television advertising market win-win.