Television and Radio Advertising 2 easy Difference

Television and Radio Advertising 2 easy Difference Image
Television and Radio Advertising 2 easy Difference;

What is the difference between television and radio advertising? TV is different, it is derived from the broadcasting system, it has sound first, and then the picture image, and color intervene. From the above reasons, it can be seen that the importance of language in television is inseparable from the historical connection of broadcasting. Therefore, there are historical reasons why some TV dramas still have traces of radio dramas. Because the receptor of TV mainly refers to the audience, and the receptor of radio refers to the audience.

Here are the articles to answer, the doubts about the difference and comparison between television and radio advertising

If we make horizontal comparisons and vertical reflections on TV, I think we should take radio as its frame of reference. Undoubtedly, if a historical review of the film is made, it can be seen that it originated in silent film, then sound recording equipment was invented, and intervened in film, and then there was color, and then it developed into widescreen, stereo, etc. form.

TV is different, it is derived from the broadcasting system, it has sound first, and then the picture image, and color intervene. Therefore, in the infancy of TV picture was used to illustrate the sound with the broadcast. In the initial stage of the film, it was a silent film, without the cooperation of sound, and had to find ways to use images to narrate and express ideas, so that the audience could understand.

From the above reasons, it can be seen that the importance of language in television is inseparable from the historical connection of broadcasting. Therefore, there are historical reasons why some TV dramas still have traces of radio dramas. You may like Internet TV and traditional TV 4 easy difference.

Television is separated from the broadcasting system, and the sensory reception is mainly the difference between “listening” and “seeing”. Watching TV and listening to the radio are the words that people often talk about, but it shows the respective characteristics of TV and radio, and we often ignore this most insightful truth. I think TV should analyze its characteristics from the perspective of “vision”, just as novels emphasize “said” and dramas are surnamed “words”, doesn’t their naming properly standardize their respective characteristics?

Therefore, when we discuss the characteristics of TV, we should pay special attention to the visual characteristics of TV, which is the boundary between it and broadcasting. Radio re-listening and television re-watching are determined by their characteristics. Of course, TV dramas do not exclude language, and language is still an important means of expression for TV dramas. Although TV is an audio-visual communication medium, as its name implies, its main function should be on the “vision”. Because the receptor of TV mainly refers to the audience, and the receptor of radio refers to the audience.

There is a clear distinction between seeing and hearing. Therefore, the TV should pay special attention to its viewing, to satisfy the aesthetic enjoyment of the audience’s visual perception. There is an old saying in China, “A hundred times of hearing is better than seeing once.” It can be seen that hearing it a hundred times is not as good as seeing it in person. It is concise and comprehensive. It is worth thinking about the comparison between listening and listening.

If the Chinese folk sayings are only summed up by experience and intuition, then the experiments of relevant foreign research institutions may be more scientific and convincing. According to experiments conducted by American and French film research institutions, the eyes are the organ that receives the largest amount of information in the human body. They pointed out that 70% of the information obtained by humans through the senses is received through the eyes. Through visual perception, human not only accepts the stimulus information in the physiological sense but also understands and grasps the superficial and even deep meaning contained in a large number of visual stimuli based on visual perception.

In addition, the former Soviet Union theorist Zahiliyan also said: “According to various experimental data, the human brain receives reports from the eyes, on average, about 30 times that of another important sense – the ear”. Leonardo da Vinci, the great Italian painter of the Renaissance, said: “The eyes, known as the windows of the soul, are the gateway to the soul, by which the soul can examine the infinite works of nature in the widest and most magnificent way, and the ear is the seat of the soul. Second, it earns its worth by listening to what it sees with the naked eye”.

It can be seen from the above argument that the visual factor is more important than the auditory factor, especially for works with ornamental artistic features. Whether it is Chinese discoveries and generalizations, or foreigners’ experiments and corroboration, it is enough to prove that the amount of information obtained by reading is much greater than by listening. This is certain and cannot be denied.

However, from the viewing effect of the current TV screen, it is not satisfactory. In addition to broadcasting news programs and talk-based programs that focus on listening, in some highly entertaining programs, especially in TV dramas, the frequency of language appearance is much higher than the expressiveness of picture modeling. Now many TV dramas seem to let people listen to TV instead of watching TV. If this continues, audiences will be accustomed to listening to them rather than watching them enthusiastically. Over time, the audience’s visual perception will be attenuated. Because the picture lacks charm, it loses its appeal to the audience.

Of course, there is also a “soap opera” genre, which is known for its language and is directed at housewives who do housework. But as the overall composition of TV dramas, we can’t use the type of housewife as a model for production, right?

Japanese TV director Katsumi Oyama once said when he came to China to give a lecture: “There are some TV dramas in Japan that can only be watched while doing business. It is better to say that you are listening to radio dramas than watching TV. Because you can understand the plot just by listening to your ears. , You can also imagine the picture through the sound. Generally, you listen to it when you are busy doing things, and then look at the picture when you hear interesting places.

In this sense, TV broadcasts pay attention to sound effects and try to use this communication medium as much as possible. However, Katsumi Oyama himself does not agree with this view, he said: “Generally people think that the character’s thoughts and feelings are reflected through the actors’ performances and actions, instead of the interpretation of the lines, and they do not even directly explain but use symbols. It is a high-level TV series that suggestively depicts characters. Some people think that TV dramas that rely on commentary to win are a kind of retrogression and vulgarization.

It is much easier and less clever to use more commentary in TV dramas.” He also said: “Just want to It is better to let the audience read the script if the audience is attracted by the content and speech of the drama .” It can be seen that the proliferation of language in TV dramas is not determined by the characteristics of TV, on the contrary, the nature of TV should emphasize its viewing quality, and should strengthen the director and filming. Personnel’s visual awareness.

The current situation is that watching TV is like listening to the radio. The characters in the TV series are all articulate and eloquent. When they talk, they can talk endlessly. , As if the characters do not speak, the play cannot go on. And some TV dramas are deliberately showing off language, playing with language, and showing off some ruffian slang, Jianghu slang, and vulgar slang words of folk flirting as the mainstream language of life; Inconsistent foreign languages ​​and epigrams show the author’s erudition and talents, but the audience is at a loss when they see it, and they can’t tell the identity of the characters in the play.

They talked about astronomy and geography for a while, network knowledge for a while, stock trading experience for a while, and cloning technology for a while, as if they were all rare all-rounders, some rare elites. The most common thing is that some writers and directors use language to open up joints, plug loopholes, or make patches in the easiest way when there are loopholes in the plot, or when there are loopholes that cannot be resolved. Language has become an emergency. the panacea. This is also one of the reasons for the proliferation of language in TV dramas.

Why does the TV picture, which is good at visuals, give language an advantage? Why do some directors abandon visual means with more than 70% of the information, and prefer auditory means with less information? It is probably because the language has become a part of some directors They have tools that they are familiar with and use with ease. Once they are allowed to use image ontology to create images and express their ideological meanings, they will be powerless. This may be another reason for the excess of language.

The language material on the screen is excessive, the visual material is poor and in short supply, the picture is only a symbol of the graphic language, and the phenomenon of “seeing with listening” is not uncommon. As a result, the ability and charm of image modeling will weaken and disappear.

Everything that could have been discovered by the eyes, things that could be expressed by visual images and pictures, and the truth revealed, had to be replaced by simple and easy language due to the attenuation of visual perception, so the viewing effect was diluted. The great sculptor Rodin warned people in his ” will “: “The so-called master is such a person: they use their own eyes to see what others have seen and can find beauty in what others are familiar with.” [3] As a director, why not dig out the beauty hidden behind ordinary things on the screen or the screen, and present it to the audience?

Of course, TV dramas do not exclude language, and we do not advocate that all movies and TV dramas be made into silent films or pantomimes, otherwise, they will go from one extreme to the other. Language should also be regarded as an important means of expression in TV dramas, words are the voice of the heart, and language is a tool to convey thoughts and communicate emotions. However, the focus of TV should be placed on the “visual” element, because the screen needs to reflect its aesthetic characteristics with a visual image, which is an important difference from radio, which is based on listening.

Due to the attenuation of visual perception of some TV drama creators and the excessive reliance on the function of language, the expressiveness of picture modeling is affected. Rudolf Arnheim, in his book “Art and Visual Perception”, once Signals that human vision is declining. He said: “We have overlooked the gift of understanding things through the experience of our senses. Our concepts are detached from perception, our minds are only moving in the abstract world.

Our eyes are degenerating into a pure instrument of measurement and discrimination. As a result, the number of ideas that can be expressed in images is greatly reduced, and the ability to find meaning in the appearance of things we see is lost so that we are dulled in the face of things whose meaning can be discerned at a glance, but had to resort to another medium with which we are more familiar—language”.

And some of our screenwriters rely on literary writing experience to create scripts, so the visual materials that can be provided in the play appear to be relatively short. The requirements of American Hollywood producers for the script are a visual script. This is the most important thing for writers.

The great writer Ernest Hemingway once said: “If you go to Hollywood, they want you to look at things in the frame when you write, and when you should think of people, you only think of pictures. If you only want people, and Regardless of the picture, what is written may not be the story of the movie.” I think that there is not much difference between writing a TV series and writing a movie script in the emphasis on visuals.

The famous American director Griffith said that his way of telling stories is: “The goal I am trying to achieve is to let you see it first .” If the director’s purpose is to let the audience see it, but the screenwriter’s script relies only on language and lacks visual images, no matter how capable the director is, there is nothing he can do.

As a TV director, I believe that visual materials should be cherished and should be worthy of the name for the audience to see; in particular, the director should work hard to find a material shell with aesthetic value for the content, so that the audience can see on the screen a visual application A colorful world created by materials, not by words.

Television and Radio Advertising 2 easy Difference Image
Television and Radio Advertising 2 easy Difference; Photo by CardMapr.nl on Unsplash.
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