对《央视财经评论》栏目改版的思考-传播学专业论文.docxVIP

主义”等四个方面的观念误区。 由于《央视财经评论》栏目开播至今，还不到两年的时间，仍然处于 栏目创新的探索期，所以笔者希望能够通过本文，为该栏目未来的创新提 供一些有价值的建议，能为我国财经评论类电视栏目实现“世界的声音中 国表达，中国的声音世界表达”的宏伟目标尽一份绵薄之力。 关键词：《央视财经评论》 节目表达要素 栏目品牌营销 观念误区 REFLECTION ON THE COLUMN REVISON OF CCTV BUSINESS REVIEW ABSTRACT CCTV Business Review constitutes the only column on business review named by the form of finance plus review in the channel of finance and economics of CCTV. Its revision and future innovation carries the demand of the whole channel of finance and economics of CCTV for the specialized financial program. Firstly, this thesis conducts an analysis of the causes for the column revision based on the news transmission rule and the theories on desire and meanwhile adopts the literature research method to analyze the high-profile publicity at the initial stage of revision and the social response after the revision. This thesis holds that this column is confronted with external pressure and the CCTV Finance wants to intensify the internal impetus of business review program, which contribute to the column revision. Besides, the high-profile publicity of this column at the initial stage of revision indicates the original intention of revision, namely, to highlight the mainstream and the authority position in the field of finance and economics of CCTV. However, the social response after the revision is less than satisfactory, reflecting certain problems of this column. Secondly, this thesis applies relevant theories on TV column writing and directing and column brand marketing to exploring the available expression elements and brand marketing methods of this column and conducting detailed analysis of the specific advantages and disadvantages of the column expression elements and brand marketing methods on the basis of chromatics, imagology, science of name and other relevant disciplinary knowledge, along with relevant rules including the headline art and slogan propaganda and also proposes relevant suggestions on improvement. Finally, based on