中國電視廣告創意趨向研究

工商管理論文編號:GS002  字數：21929，頁數：28

摘要 ................................................................................3
Abstract ............................................................................3
緒論................................................................................ 3
第一章　電視廣告創意發展史...........................................................5
一、電視廣告的歷史和現狀 ............................................................5
二、電視廣告訴求方式與表現類型.......................................................7
第二章 個人及家庭衛生用品的特性及其和廣告創意的關系..................................8
一、快速消費品的特性.................................................................8
二、廣告創意對快速消費品的作用.......................................................9
第三章個人及家庭衛生用品電視廣告創意現狀............................................9
一、洗發水...........................................................................9
二、沐浴露...........................................................................15
三、護膚品 ..........................................................................17
四、牙膏 ............................................................................18
五、洗滌用品.........................................................................20
第四章淺析 .........................................................................21
二、缺點與不足...................................................................... 23
第五章展望與總結....................................................................24
一、抓細節...........................................................................24
二、幽默感 ..........................................................................25
三、適度夸張.........................................................................25
四、恐怖訴求 ........................................................................25
五、擺噱頭...........................................................................26
六、真實感...........................................................................26
七、抽象表現.........................................................................26
八、漫畫等表現形式...................................................................27
結論................................................................................ 27
致謝................................................................................ 27
參考文獻.............................................................................28

摘要
本文從電視廣告創意發展史開始談起，分別概述了電視廣告在國外與國內的發展情況，簡要講述了電視廣告的訴求方式與表現類型。隨后分析了個人及家庭衛生用品作為快速消費品的一種所具有的特性，以及由于這種特性與廣告創意的重要性之間的關系。同時，對個人及家庭衛生用品行業分為洗發水、沐浴露、護膚品、牙膏和洗滌用品五大類進行分析比較。以近期（2002~2004）出現的國內電視廣告作為主要的研究對象，通過全面的分析比較，得出了其廣告創意及廣告表現的優點與進步、缺點與不足并進行了總結和剖析。在最后本文將對個人及家庭衛生用品行業電視廣告創意的發展提出了自己的建議與展望。
Abstract
This article is begun from the steps of the creative of the commercial films (CF). which including the coming way of China and the other parts of the world. Then we will focus on the character of the personal and family cleaning products which belongs to FMCG field. And the relationship between the character of the products and the creative in Ads. will also be said in the article. For the detail, we will pick up 5 parts which are shampoo, soap , skincare, toothpaste and washing products to analyze and compare. Through this analysis which is based on the recently(2002-2004)  Ads. in China, the advantage and the shortcoming of the Ads. creative will be consulted. At the last part of the article there is a sight and advice of the creative of the personal and family cleaning products in further.

關鍵詞：(key words)
電視(TV)  廣告(advertisement)  創意(creative)  
個人及家庭衛生用品(personal and family cleaning products)