TV media refers to the medium or platform of the dissemination of information with TV as a promotional carrier.TV media is a classification of the media. Television media and graphic media, broadcast media, online media, outdoor media, and mobile media are called six major media.What are the media characteristics of TV media?What are the countermeasures for TV media?Lets take a look with the editor together
The media characteristics of TV communication
1. Strong intuitiveness
TV is the spread of audiovisuals. People can see and hear all kinds of living things like they are around them. This is the result of the spread of TV audiovisual combination.By vision or hearing alone, or the simple addition of visual and auditory instead of organic integration, it will not make the audience have such a real and convincing feeling.The intuition of TV advertisements is still incomparable to any other media.It surpasses read and write obstacles and has become a most popular propaganda medium.It does not need to have strict requirements on the level of cultural knowledge of the audience.Even if you do n’t understand, you do n’t understand language, you can basically understand or understand the content conveyed in the advertisement.
2. Have strong impact and infectious power
TV is the only emotional media that can be dynamically demonstrated, so the impact and appeal of TV advertising are particularly strong.Because the TV medium is to reproduce the information with faithful records, that is, use sound waves and light wave signals to directly stimulate peoples senses and psychology to obtain the recognition of audience experience and make the audience feel particularly real. ThereforeThe impact and appeal are particularly strong, which is difficult for any other media advertisements.
3. Affected by the viewing environment, it is not easy to grasp the effect of communication
It is impossible for a TV to carry it like a print. It requires an appropriate viewing environment. After leaving this environment, it also blocked the spread of the TV medium.In this environment, how much the audience, the distance from the TV screen, the angle of viewing and the size of the TV volume, the quality of the equipment, and even the function of the TV antenna receiving signal, all directly affect the viewing effect of TV advertisements.
4. Instantly convey, passive acceptance
The length of TV advertising in the world is similar, all in 5 seconds, 10 seconds, 15 seconds, 20 seconds, 30 seconds, 45 seconds, 60 seconds, 90 seconds, 120 seconds, as the basic unit, more than 3 or 4 minutes, less.The most common TV ads are 15 seconds and 30 seconds.That is to say, a TV advertisement can only complete the task of information conveying in a short moment, which is a very harsh prerequisite.And the audience accepts TV advertising under a completely passive state, which is also a characteristic of television different from other advertising media.
5, expensive
The cost is expensive. First, the production cost of the TV advertising itself is high and the cycle is long; the second means that the cost of playback is high.As far as production costs are concerned, the art form of movies and TV films itself is known for its long production cycle, complex process, and many non -controllable factors (such as regional, seasonal weather, actors, etc.).Movies and television programs are much high.The ratio of advertising films is usually 100: 1. It can be seen that only one film, how many times the TV commercials are more than ordinary movies and TV series programs.You need to spend a lot of money.
As far as advertising fees are concerned, the charging standards for TV stations are also very high.my country Central Television A special section of 30 seconds of advertising fees cost RMB 45,000.The cost of broadcasting in foreign countries is much higher than this. US TV advertisements are $ 10,000 to 150,000 every 30 seconds. If advertising is more expensive in special programs, some are as high as hundreds of thousands of dollars.
6. There is a high attention rate
Economic and developed countries and regions, television has become popular, and watching TV programs has become an important part of peoples cultural life.Pay attention to the use of various expressions on TV advertisements, and the content of advertising is full of interest, which enhances the interest of audiences to watch advertisements, and the viewing rate of advertising is relatively high.TV advertisements can be watched or listened.When people do not pay attention to advertising, their ears are still heard of the content of advertising.Advertising is full of the entire TV screen, which is also convenient for people to concentrate.Therefore, TV advertising is easy to attract attention, and the advertising contact effect is strong.
7. Fain the continuous deepening impression
TV advertising is a kind of audiovisual advertisement, and there are continuous activities, which can show the personality of advertising products realistic and prominently and prominently.For example, the appearance, inherent structure, method, effect, etc. of advertising products can be displayed one by one in the TV. The audience is here to leave a clear and deep impression.TV advertisements are repeatedly played, continuously deepened their impression and consolidate memory.
8. Fortune to stimulate emotions, increase purchase confidence and determination
Due to the realistic TV advertising image, just like a home salesperson, the product is displayed in front of each family member, making people see it, it is easy to have a good impression on advertising products, and triggers interest and desire to buy.At the same time, the audience intentionally or unintentionally compared the advertising products in the TV advertisement. By causing attention, stimulating interest, and uniform purchase of ideas, this is conducive to strengthening the confidence in buying and making a purchase decision.In particular, the selective daily consumer goods, popular daily necessities, newly invested products in the market, and use TV advertisements to make the audiences attention and stimulate interest and desire for purchasing products.
9. Not conducive to in -depth understanding of advertising information
TV advertising is expensive, and the gold playback time is the most expensive.The length of the TV advertising is between 5 and 45 seconds.In a short period of time, various pictures are broadcast continuously, flashing quickly, not too much commentary, affecting peoples in -depth understanding of advertising products.Therefore, TV advertisements should not play products that require detailed understanding, such as products such as production equipment.When some high -end durable consumer goods are advertising on TV, other supplementary advertising forms are also introduced in detail.
10. Easy to resist emotions
Because TV advertisements have significant effects, customers using TV advertisements are continuously increasing, and TV programs are often interrupted by TV advertisements, which can easily cause the audiences dissatisfaction.
The characteristics of the film should be the same as the TV because it is the public.
In the sense of communication, "communication" is divided into three categories: interpersonal communication, organizational communication, and mass communication. In this sense, interpersonal communication is performed through face -to -face communication, or the media such as telephone, telegram, and Internet;People and some non -mass publications (such as notifications, documents, etc.); the media spreading the media is books, newspapers, radio, movies, television, networks, and so on.
TV media countermeasure
1. Seize the opportunity and continue to innovate the content and method of communication
In the 5.12 Wenchuan Earthquake and the Beijing Olympic Games organized by my country last year, my countrys radio and television media have innovated in the concept and communication methods, which has played a positive and effective role in improving my countrys soft power.Regarding the 5.12 Wenchuan earthquake in my countrys radio and television media reports, media from all over the world have given high evaluations. The typical evaluation is in the Lianhe Zaobao. After the stability of society, the phenomenon of folk rumors, panic, and panic has also greatly enhanced the credibility of the government, so that the government and the people, the army and the local, the disaster areas, and the country have become the city. Because the media has firmly grasped the right to speak, the Chinese government and the media have won international reputation. It is said that "the Beijing Olympic Games is the one that has participated in the country and regions and the largest number of athletes. China has established a strong prestige in the international community and shows its own style."Agence France -Presse commented, "The Beijing Olympic Games kicked off, and the opening ceremony was very spectacular, and the fireworks illuminated the entire Beijing night sky.‘ From the ancient dynasty to modern powers, the opening ceremony of the Beijing Olympic Games depicts a variety of Chinese history ’.”There are still many evaluations and praise like this. This fully shows that at a major moment, the news media in my country seized the opportunity and showed the world a united, civilized and harmonious China. It also showed the world the long and brilliant my country Culture, this play a good role in my countrys cross -cultural communication and improving the soft power of the country.For the reporting mode of the Wenchuan Earthquake and the opening ceremony of the Beijing Olympic Games, we must summarize the successful experience from theory, carry forward it, and continuously innovate the concepts and contents, and make unremitting efforts to the cultural construction of our country!
2. Comprehensively enhance the international influence of the television media, and actively respond to the distorted reports of Western media in my country.
History and reality show that although international public opinion is not as direct lethal as military power, it can still have a negative impact on the image of a country.Whoever has the initiative of international public opinion will be in a strong position in international affairs.Regarding the 3.14 violence incident last year and the 7.15 incident of Xinjiang this year, Western media had intended to distort the facts and reported negative reports. The initiative of public opinion attacks my country and ugly to increase our countrys image. For such reports, our news media should establish a complete response system. Especially TV media, we must comprehensively integrate reports on the Internet and other media. Reported to clarify, constantly establish a media image that seek truth from facts, and enhance the publics trust in the media.
For the distorted reports of Western media, we must change our strategy. While using legal means to defend national interests and public interests, and protect the basic rights of citizens, we use the public opinion of news media to fight back.In addition, to vigorously strengthen the construction of the news media talent team, the cultural influence of a country depends not only on whether its cultural content is excellent, but also depends on whether it has advanced communication methods and powerful communication capabilities ④.Improve the communication ability and international influence of news media. The key depends on talents and teams.The new situation and the new task put forward higher requirements for the political quality, knowledge structure, and foreign language level of journalists.It is necessary to vigorously strengthen the construction of journalist teams from the strategic height of improving the national soft power.It is necessary to establish the sense of responsibility and mission of news media and journalists, improve the sensitivity and political sensitivity of journalists, and create a group of good business, good foreign language, high cultural literacy, and high cultural literacy through education, training, and introduction.Edit reporters must provide strong talent support for improving national cultural soft power.
3. Take the financial crisis as an opportunity for a thousand years
In the 1930s, Chaplin, Mickey Mouse series of the American Economic Depression, 97 Asian financial storm China "StarCraft" game disc, Japans "healing wound" cartoon image lying, Japanese cartoon image in this financial crisis ""Happy Chicken", all of which are excellent cases of cultural image innovation and promotion and cultural product services. ④.The conservativeness of traditional Chinese culture has made the Chinese market outstanding in this crisis, and the more stable Chinese market has made countries around the world look impressive. This is a great opportunity to promote Chinese culture and the best time for the innovation export of traditional Chinese culture.For example, after the Asian financial turmoil in 1997, Japan and South Korea seized the opportunity to adjust the domestic industrial structure, prompting its cultural industry to rise and enhance the overall strength of the country.Therefore, in the context of the current financial crisis, in addition to facing risks and challenges, Chinese culture has gone through thousands of development opportunities.
The role of television media in the construction of national cultural soft power
1. As the carrier of communication culture, play the role of bridge bond
TV is one of the greatest inventions of human beings in the 20th century, and it is also an important part of national cultural soft power.my countrys TV development has been starting from 1958 to now for half a century.As soon as it appeared, it took on the role of spreading culture and conveying the will of the country.It has played an important role in interpreting the countrys political policy, shaping the spiritual character of the people, improving the cultural quality of the people, and enriching the spiritual and cultural life of the people.The information dissemination activities it carried out not only popularized every corner of society, but also infiltrated all aspects of social life, and subtly affect peoples consciousness and behavior.
In the process of promoting the development of my countrys cultural undertakings, television is responsible for the historical mission of spreading spiritual civilization, promoting cultural development and prosperity, and enhancing my countrys soft power.In recent years, practice has proved that compared with Western countries and other countries, my country is in a clear weak position in transnational cultural communication. Therefore, strengthening the transnational communication of Chinese culture and implementing the "going global" strategy of culture is my countrys improvement. Cultural soft power strategic choice.TV media should build a bridge between "culture" and "exports" with their own communication capabilities and communication advantages, and continuously disseminate my countrys long and excellent culture, and contribute to the construction of my countrys cultural soft power.
2. Use the advantages of status to play a leverage role
The long history of my countrys 5,000 years has created a long and splendid Chinese nation culture. However, if the long and huge culture cannot be promoted and carried forward, many excellent traditions will submerge in the trend and foreign culture of the times. In the impact.Therefore, strengthening the promotion of my countrys excellent culture, especially the implementation of the cultural "going global" strategy is an inevitable choice to improve my countrys soft power construction.As the most influential news media at present, TV media should play a huge role in propaganda culture. However, my countrys excellent culture is a huge system. How to use TV media to promote huge and complex culture?The author believes that in spreading my countrys excellent culture, television media should play a role in leverage.We know that the principle of leverage is to use smaller forces to carry larger objects, that is, it can use a small price to obtain greater benefits.The key to gaining the greatest benefit in the principle of leverage is the correctness of the fulcrum selection. So how do TV media choose the best fulcrum in the communication culture?
The first is the fulcrum selection of the concept of communication.To continuously innovate the concept of communication, establish the concept of integrating our outstanding culture into each set, and even each program, and through the culture contained in the program, the audience will be influenced and educated in the subtlety.Cultures transnational communication, promoting the core values ??and concepts of society and universal values.In addition, we must establish two concepts of communication internally and foreign, and have the concept of localization internally. Through the publicity of national culture, we guide everyones recognition and acceptance of local culture, thereby forming a selective adaptation and acceptance of foreign cultures.To publicize the representative Chinese culture, promote the cultural value and universal values ??of Chinese characteristics, strive for the acceptance and recognition of foreign peoples culture, and strive to establish an oriental cultural system represented by China.
The second is the fulcrum selection of the content of the content.Looking at the current content of the TV program, the low and shallow works are common, which play a negative role in the construction of my countrys cultural soft power. Therefore, it should be resolutely vulgar content. In addition Choose, we must have the eyes that keep up with the times, to publicize the cultural achievements that can reflect the superiority of socialism, and let the world know a strong, harmonious socialist China, and can not blindly publicize the ignorance and backwardness in my countrys feudal culture. This is quite unfavorable to the strategy of cultural going global.

Related tags： Appliances