我国现行电视广告中小贩叫卖式的表现形态分析.doc

摘要：我国自改革开放以来，电视传媒成为了人们生活中获取信息，休闲娱乐，学习知识的主要途径。而随着电视媒体的不断发展，广告也成为其中一项必不可少的部分。但是，在这样一个广告涌入的时代，不免会出现粗制滥造、内容低俗的“叫卖式”广告。而这样逐渐趋于恶俗的商业广告也渐渐成为一种流行趋势，但是这样的一种传播方式最终将满足不了大众的审美需求，继而逐渐被电视媒体所淘汰。

　　本文将从我国广告行业的发展历史及现状入手，分析各个阶段的广告形态，及其所产生的效应。讨论在目前状态下小贩叫卖式广告对当前电视媒体的利与弊。最终将对我国目前的广告市场提出自己的意见。

关键词：现行电视广告； 小贩叫卖式； 表现形式

Abstract：Our country since the reform and open policy, the television media has become the people to live gains the information, rest and recreation, study knowledge main way. But along with the television media's unceasing development, the advertisement also becomes an item of essential part. But, emerges in this kind of advertisement the time, will appear unavoidably manufactures in a rough way, the content vulgarly “to hawk the type” the advertisement. But tends like this gradually the evil commercial advertizing also gradually becomes one fashion trend, but such one propagation mode will not be finally able to meet populace's esthetic need, subsequently gradually is eliminated by the television media. 

　　This article will obtain from our country advertisement profession's historical development and the present situation, to analyze each stage the advertisement shape, and will produce effect. The discussion the peddler hawks the type advertisement under the present condition to the current television media advantage and the shortcoming. Will give own comment finally to our country present advertisement market.

key word: Present television advertisement; The peddler hawks the type; Manifestation;