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电视广告的目的在于推广产品,而现代电视广告早已脱离了产品使用说明书似的功能宣讲模式,更倾向于与潜在用户的情感沟通。一、电视广告需要借助情感与审美需求打动观众电视广告借助观众对情感和审美需求的满足来掩饰自身的商业特性,突出产品及服务的人性因素等非直接功能性要素,以避免说服教育式的生硬感觉。例如王力宏为京东家电所做的广告,先是一改王力宏“青春不知愁滋味”的既往屏幕形象,借助其婚后“有家”这一特殊背景
The purpose of television advertising is to promote the product, and modern television advertising has long been out of the product manual as the function of preaching mode, more inclined to communicate with potential users emotional. First, TV ads need emotional and aesthetic needs to impress audiences TV ads with the audience’s emotional and aesthetic needs to meet their own business characteristics to cover up, highlighting the products and services, human factors and other non-direct functional elements to avoid convincing educational Hard feeling. For example, Wang Lee Hom for the JDJ made the ad, first changed Wang Lee Hom “youth unhappy taste,” the previous screen image, with its marriage “home ” this special background