Dissertation
Dissertation > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising

The Research Study about the Creative Performance of Television Ads

Author SunManQing
Tutor JiangXiaoHong
School East China University of Science and Technology
Course Art of Design
Keywords TV advertisement creativity Tongyi milk tea
CLC F713.8
Type Master's thesis
Year 2014
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TV advertisement is the most expressive and infective form for advertisement. It can not only make the consumer know the product intuitively; also enhance the popularity of the product. More and more enterprises have chosen the TV advertisement as the first publicity choice. However the most important and effective thing of TV advertisement is advertising originality. Only with a soul inside can advertisement make the nonliving production lively. During the production of TV advertisement, all the elements should be centered on originality. The quality of originality totally decides the success or failure of the TV advertisement.Through the participation in the originality design of assum milk-tea’s TV advertisement<100good moods>, I had an in-depth study on the design of TV advertisement originality, and have accumulated abundant materials. I also make a further analysis hoping to bring some new thoughts for adpersonin.This article is focused on the research of TV advertisement originality, analyzing image, advertisement plot and rhetorical device. Through the research and analysis, it narrate the development of Tongyi enterprise, including market orientation and competitors analysis. Ultimately it emphasize on the originality design methods and the cognition of<100good moods> theme TV advertisement which I participated in.

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