从电视节目品牌效应浅谈主持人的个性塑造 毕业论文.doc

PAGE PAGE I 从电视节目品牌效应浅谈主持人的个性塑造 Brand effect of television programs from the host of Individuality 摘要 电视品牌效应，很大程度上是靠主持人的“明星”效应支撑起来得。一个“明星”节目主持人，应具有富有个性特色的主持人形象，而主持人个性化形象在节目品牌中所占比重更是与日俱增。我们看到，在当代电视事业发展中，节目主持人愈来愈朝着个性化发展，这是因为，一般的模式化的主持人难以给人留下生动、鲜活的印象。注重个性和特色的塑造，无论是对播音员和主持人自己，或者是对中国电视的发展，都有长远意义。本文就现今主持人的个性化包装和塑造的手段进行分析，研究如何才能正确的做到既成功的包装和塑造主持人，又较好吸引大众，并为中国电视节目事业带来的革新的意义。 关键词：电视节目品牌； 主持人个性化；包装和塑造； Abstract TV brand, to a large extent, rely on a host of stars have effects supported. A Star presenter, generally has a rich host of the distinctive image, host personalized images in the program share of brand is growing. We see that in the development of contemporary television, presenters become more and more towards the personal development, this is because the General patterning of the facilitator is difficult to give the impression of a lively, fresh impressions. Emphasizing the cultivation of personality characteristics and announcer facilitator, both for announcer and host your own, or on the development of Chinese television, is the long-term development of significance. This article on the current host of personalized analysis by means of packaging and shaped to study how to properly do successful packaging and shaped both the host and complete appeal to the masses, and significance of innovation for Chinese TV, while expanding Chinas influence in international public opinion. Key words: TV brand; host personality ; personalized packing and shaped; TOC \o 1-2 \h \z \u HYPERLINK \l _Toc256336838 目录 摘 要 Ⅰ Abstract Ⅱ 绪 论 3 1 播音员主持人形象“个性化”的定义和内涵 3 1.1播音员主持人形象的历史变迁 4 1.2播音员主持人个性化包装和塑造的定义和内涵 6 2 播音员主持人“个性化”辨析 6 2.1播音员主持人个性化存在的问题 7 2.2播音员主持人过于个性化引起观众反感 9 3 播音员主持人“个性化”带来的品牌效应 9 3.1凤凰卫视主持人的个性化包装和塑造 10 3.2个性化主持人的包装和塑造的品牌效应 11 结 束 语 12 参考文献 13 致 谢 14 PAGE 12 绪论 20世纪80年代，我国的电视荧屏出现了节目主持人。自此，中国的电视事业就翻开了崭新的一页。此后，主持人节目日益丰厚、播音员主持人层出不穷让整个电视荧屏异彩纷呈。随着我国电视事业日新月异的发展，电视台、频道、栏目之间的竞争日益加剧，主持人在媒介竞争中所扮演的角色也越来越重要，品牌节目、知名主持人成为吸引观众的利器。从某种意义上说，拥有了成功的播音员和主持人，就等于拥有了制胜的法宝。因此，加强对播音