广告商对商业媒体的影响 [6]
论文作者:www.51lunwen.org论文属性:短文 essay登出时间:2015-12-08编辑:jiaqiqin点击率:11492
论文字数:3236论文编号:org201511052046279316语种:英语 English地区:美国价格:免费论文
关键词:Advertisers商业媒体互联网
摘要:本文是留学生媒体学课程作业,主要内容是讨论现在广告商对商业媒体的影响。
television can be subservient to advertisers, where becomes the most obvious sector controlled by advertisers. Viewing many commercial TV, the golden time is always given to the soup operas, drama series those advertising friendly programs. Advertisers generally love sitcoms, for example, with their half-hour format, and the rule of thumb in modern commercial TV is what advertisers want, they get.
Another kind of TV program advertisers involve in most is reality show. With the limitation of spot advertisement both in time and rule, advertisers now are more likely to sponsor a reality show or studio entertainment. With sponsorship, one sponsor's name usually appears throughout the event, sometimes from beginning to end, sometimes in the background and foreground. For instance, in those reality shows like The American Next Top Model and The Project Runway, there are quite a lot of sponsors ranging from the prize to the house competitors live, at the beginning of each series, they will be introduced and throughout the show those sponsors are intentionally mentioned and detailed descrambled by competitors or judges for several times. Audience who like the show must be memorable for those products. This seems to be more impressed than the traditional TV advertisement. For the commercial media, because they are sponsored, they must do advertising hardly to ensure they can get subsidy. This conflict of interest means that unlike 'official' cultural products, films, TV shows, books, and paintings and so on, advertising finds few regular critics in the mainstream press.
However, television that is competitively depends on advertising does tend to bar appeals to quality from the decision- taking process as consideration to be weighed in their own right. Unfortunately for advertiser, traditional media do not reach many of the most desirable groups. Consumers have more places to escape advertising and it was usually the consumers most desirable to advertisers who escaped their messages. As the major medium of commercial media industry, advertisers intervene and control mainly in commercial TV. In return some rules are carried out by the national advertising association in order to check the balance between the advertisers and audiences. In 2011, The State Administration of Radio Film and Television of China (SARFT) a new ban that all TV stations must rearrange their programs to delete all commercials set to air during TV dramas or face stern punishment. And according to Korean television regulation, except for sponsorship goods, all the other logos must be covered in variety show and drama series.
结论-Conclusion
Advertisers have great influence to the contemporary commercial media. The most important factor affecting the degree of influence is the portion of the media firm's revenue provided by ads. The media have adapted to the requirements of advertisers in the ways they have sought to maximize revenue. Advertising revenue usually has great significance for the life of a publisher or broadcaster. In commercial media, advertiser' expenditure partially of an entirely underwrites the production and publication or broadcast of media 'content'. In return media owner displays the advertisements. Advertising revenue supports media, either directly, or more usually indirectly, through a holding company or network of commissioning channels. Advertisers are free to decide whether
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