广告传播与大众传媒博弈策略的新特点——从中央电视台“春节联欢晚会”禁播广告谈起

央视广告素有“中国经济晴雨表,市场发展风向标”之称,它承载了超越经济利益之上的诸多意义,春晚广告在央视众多广告中最具有代表性.2012年央视春晚禁播广告,是一个具有标志性的媒介事件,它反映出这样的媒介现实:经过改革开放三十多年的洗礼,经过市场经济的重重考量,在媒介技术日新月异发展变迁的当下,传媒业与广告业彼此之间的关系呈现这样的新特点——从共谋走向独立；从结构走向解构；从同强共赢走向品牌建设.传媒业及广告业的传播理念日臻完善,正逐步走向成熟.

On the New Feature of Game Strategies of Advertising Dissemination and Mass Media: An Analysis from the CCTV Spring Festival Gala Banning Advertisement

CCTV’s commercials are known as "the barometer of China’s economy,and the weather vane of market development".They have carried a lot of significance beyond the economic benefits.The commercials during Spring Festival Gala are the most representative in CCTV numerous advertisements.Imposing the ban on commercials in 2012 CCTV Spring Festival Gala is a landmark medium event,for it reflects such a reality of media: After 30-year baptism of the reform and opening up and various tests of the market economy,and at this moment when media technologies develop and change with each passing day,the relationship between the media industry and advertising industry takes on such a new feature-from the conspiracy to independence;from the structure to the deconstruction;from win-win development to brand construction.The dissemination idea of the media and advertising industries is improving day by day,and they are gradually becoming more mature.