| Summary: | In terms of creative concept and audio-visual art, there is still much room for improvement when comparing Chinese TV commercials with American TV commercials, which have a high international standard. How to make up for the shortcomings and form its own characteristics and style has become an urgent problem for Chinese TV commercials to solve. This thesis takes Chinese and American TV commercials as the research object, and adopts a comparative research method to explore the characteristic path of Chinese TV commercials development by sorting out the history, creative concept and audiovisual art of Chinese and American TV commercials, and analyzing the classic cases of Chinese and American TV commercials.
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