CAJ | 학술논문

本文从宏观与微观视角，基于央视及省地级电视台电视广告之实例分析，描述了我国当前国内电视广告发展的基本态势，从不同级别的电视广告入手，发现电视广告的广告类别与传统文化、地域文化及社会消费文化有密切关联，面向全国性质的央视频道，其电视广告类别受传统文化影响较大，而地方电视台电视广告在受前述因素影响的同时，兼顾后两种文化因素。
본문종굉관여미관시각，기우앙시급성지급전시태전시엄고지실례분석，묘술료아국당전국내전시엄고발전적기본태세，종불동급별적전시엄고입수，발현전시엄고적엄고유별여전통문화、지역문화급사회소비문화유밀절관련，면향전국성질적앙시빈도，기전시엄고유별수전통문화영향교대，이지방전시태전시엄고재수전술인소영향적동시，겸고후량충문화인소。
From both macro and micro perspectives, based on an-alyzing cases of TV advertisements on CCTV and provincial and municipal TV stations, this paper described the basic situation of the current development of domestic TV advertisements, and starting from different grades of TV advertisements, found that there is a close relation between the types of TV advertisements and traditional culture, regional culture, social consumption cul-ture. The types of TV advertisements of CCTV, as a national TV station, are greatly influenced by traditional culture, while in ad-dition to traditional culture, those of regional TV stations are also influenced by regional culture and social consumption culture.