negative effects of stereotypes in the spread of television advertising and breakthrough（负面影响的刻板印象在电视广告的传播和突破）.docVIP

Negative effects of stereotypes in the spread of television advertising and breakthrough Abstract In this paper, the negative effects of stereotypes in television commercials for the advertising creation and performance to find the breakthrough countermeasures, explore the development of the times and promote social harmony and advertising forms of communication and means. Keywords television advertising stereotype CLC G220 Document code A A stereotype of television advertising In modern society, television ads, while in the dissemination of information, but also carries the culture and values. Television advertising spread in the market economy conditions, on the one hand, the subtle influence of Western advertising model on the other hand by the China’s long history of culture inevitably rely on the impact of performance and creativity with a variety of stereotypical attitudes and opinions of the creators of television advertising by itself and in specific social and cultural environmental impact, while the formation of a relatively fixed for different groups of people recognized knowledge, this knowledge both accurate and inaccurate ingredient, and then spread out through the form of television advertisements, many of them have a lot of stereotypes. In most cases, the stereotype is indeed a shortcut to understanding of advertising object, because the same social conditions, social environment, social life, cultural level and easy to make people have some consensus, and a lot of advertising planning and creativity are also deliberately use the minds of consumers stereotypes to simplify communication and promote awareness. However, due to the advertising performance of a prototype model of the formation of stereotype most extreme level, rather than the general level of performance in the advertising material is always derived from real life, the best or most poor condition, which is easy to cover up the real differences between the advertising thi