When a better TV or TV series is broadcast, the TV station will try its best to insert advertisements, and some will insert one or two advertisements for more than ten minutes in a row, which will make the audience complain bitterly and then have a rebellious attitude towards advertisements, seriously "killing" the audience's enthusiasm for watching the program continuously. Also, when our thoughts were completely immersed in the plot and met the fate of the characters in the play, an advertisement for "infertility" came down from "Ka" and a few minutes passed. In this way, our thinking was forced to terminate, and the original complete emotion was separated. During this period, advertisements forced their way into people's minds without any preparation. At this time, we are "slaves". Moreover, this practice is extremely disrespectful to movies, and its appearance is not well connected with movies in emotional color and content meaning. Today, with the rapid economic development, we don't object to proper advertising, because we can learn about some new products and promote economic development. However, as an additional part of TV programs, TV stations should be integrated with the corresponding TV programs, and this sudden interruption will make the whole TV fragmented and fragmented, which will make people's minds numb and rough, and their sentiments cannot be cultivated, let alone achieve a good aesthetic appreciation.
While we were watching the TV series Flying Tigers, a Japanese soldier was telling us that he was captured, but he was not abused. When Japanese soldiers captured prisoners in China, our thoughts were immersed in extreme hatred for the Japanese. How cruel they are ... suddenly an advertisement called "faster song" was interrupted. I didn't know it was a corporate promotional film until the end of the advertisement. Before that, why didn't the TV station remind the audience that it was advertising time, so that the audience could be psychologically prepared. People's emotions need to be cultivated, and our emotions will only suffer under the influence of such unintentional advertising spots, which is not conducive to the cultivation of emotions. Just as we were watching a TV series with a life plot, a woman with a gun suddenly appeared on TV, pointing a gun at you. We were "intimidated" and realized that this was an advertisement for Olay. Guns are aimed at enemies and criminals, and advertisements will make people feel uncomfortable. Where is the mind to care for the skin? This interruption is really debatable.
This random interruption reflects the lack of professional ethics of some journalists. Having professional ethics is the bottom line for all social workers, especially journalists. There is another situation. In the ongoing TV program, the advertisement is suddenly interrupted, but there is an advertisement countdown, such as five minutes, like CCTV's economic channel, which allows you to arrange your time freely, have a rest or solve personal problems-according to the survey statistics, the water consumption has increased during this period. Comparatively speaking, this kind of interruption is acceptable to people, mainly because people's emotions will not be suddenly stifled. Advertising breaks are intended to directly convey product functions and selling points to consumers with rich pictures and inflammatory language, thus promoting product sales. When we see an advertisement, if we can have a pleasant feeling or a ringing state, we can't help but pay attention to this product and even buy it directly in our lives. At this time, the role of advertising has come into play. But there is another situation, such as an advertisement being played many times in a row, which makes people extremely tired of it. Moreover, our emotions cannot be protected. If our emotions are restrained, where will there be freedom? Nothing is more painful than the separation of thoughts and feelings.
Driven by interests, advertisements appear in TV pictures, and we passively accept them in the field of vision. Many people think that advertising breaks are just a means, and they do not undertake social moral obligations, especially in today's "attention economy" era. Advertising breaks just want to catch consumers' eyes, so that we can put advertising ethics behind us. China's Confucius distinguished between righteousness and benefit: "A gentleman is righteous, a villain is profitable." The so-called righteousness refers to the principle that behavior must follow, and the so-called benefit refers to personal self-interest. This kind of TV station is desperate to intervene in advertising, regardless of the interests of the audience, does not follow principles, is immoral and violates ethics.
Nowadays, people are more and more impetuous, and a lot of so-called information appears in their minds, which slowly makes people lose their direction and their thinking follows advertisements. And this meaningless and sudden advertisement will make people's minds more and more numb.
At this point, we should further understand the responsibility of TV stations. In the process of TV editing, we should pay attention to the connection between commercial breaks and TV movies, and the connection between emotion and interest, so that the two can naturally transition and the TV program can become an organic whole, instead of using commercial breaks as a means of hard connection. Advertising breaks need relevant aesthetic standards and ethical standards. To see whether an advertisement has cultural value, it is necessary to make clear whether it has aesthetic feeling and cultural aesthetic value. This aesthetic value should be reflected in the form of aesthetic feeling and harmony. Without psychological vigilance, there is no harmony in itself, where is beauty? Many local TV stations always broadcast two or three or more advertisements in succession according to the requirements of advertisers. This kind of information is too frequent and overused, which has seriously dampened the audience's interest in watching. There are also some media that obviously increase the volume when playing advertisements, which is much louder than other non-advertising programs. This is also a rude interference with the audience's power, and the audience is forced to accept it without knowing it. In addition, TV stations should also choose high-grade advertisements to insert, such as those that are corrosive to children's psychology, disordered in arrangement, poorly produced and distorted in value system, and should not be broadcast. For example, in 2003, the public service advertisement "Washing Mother's Feet" with the theme of "filial piety to the elderly" publicized the traditional virtues of the Chinese nation, which made people contrast and influenced themselves. Finally, TV stations should fully understand and analyze the viewing habits and psychology of local people, so as to set advertising time slots in a targeted and planned way. It is not advisable to bombard people with sudden interruption or so-called advertising techniques to obtain economic benefits, but it will be despised by people to leave advertising ethics behind.
References:
[1] American TV advertising specification.
[2] Smith. On moral sentiment.