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The Exploration of the DTV Advertising

Author: LiuJian
Tutor: ShuYongPing
School: Huazhong University of Science and Technology
Course: Communication
Keywords: Digital TV Mutual reaction Advertising communication Transformation
CLC: G220-F
Type: Master's thesis
Year: 2005
Downloads: 537
Quote: 2
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Abstract


Digital TV emerges in the information era. With its appearance, Digital TV has strongly changed the traditional TV media, which has the characteristic of unilateral communication. Storing and transmitting information by "Byte", Digital TV can mutually react with its audience. It can also provide the high definition of communication quality, the mass capacity of communication channel and the general communication ability. With the characteristic of simultaneous mutual reaction, Digital TV is very different of traditional analogical TV; there is a historical and revolutionary change for us. Digital TV advertisement that bodied in digital TV has substantially changed the communication way of TV advertisement. Information, which communicated unilaterally, and sometimes laggly of traditional advertisement has become simultaneously mutual reacted. Abandoning the "provision" (so called "push") way of traditional TV advertisement model, Digital TV advertisement has joined the "provision" (so called "push") and "invitation" (so called "pull") ways together, lead to the new advertisements, such as insertion Ad, invitation Ad, consultation Ad, exhibition Ad, intervention Ad. Traditional compulsive communication has been changed by the whole new digital TV advertisement, based on mutual reaction, digital TV advertisement can supply the subjective choice, systematic service and guided mutual reaction. The mutual reaction of digital TV advertisement has also changed the communication theory model. The digital TV advertisement is developing into the trend of concerning for targeted customers, divided market and P-P (point to point) communication. Digital TV technology has brought a huge shock to advertisement; there is a change from compulsion to egocentricity, lead to collapse of traditional advertisement style. In the business of digital TV advertisement, changes of advertisement model and core spirit have become true; in the meanwhile, new technology has bring a whole new business promotion model of digital TV advertisement.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Broadcasting and Television Stations > Radio, television work theory
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