摘要:三网融合进程无疑是中国电视传播史上里程碑式的变革，它将大大推动中国媒体传播和社会信息化进程，推动整个媒体格局及广告营销模式的变化，中国广告行业将在迎来重大的发展机遇的同时，也将面临诸多变革和挑战。在社会发展、技术进步、三网融合的大背景下，传统电视广告的各方面受到的影响是巨大的，在面对这种巨大的影响下，必须清醒的认识到电视广告要想生存、要想发展，不能仅仅依靠原来那些优势，而是要根据社会、经济以及信息技术的发展适时而变，找出正确的策略，做出积极的改变来应对三网融合对传统电视广告的影响。

关键词：三网融合；传统电视广告；影响；出路

ABSTRACT:Process integration is no doubt the Chinese television history the milepost type change, it will greatly promote the Chinese media and social informatization, promote changes in the media landscape and advertising marketing pattern, Chinese advertising industry will usher in the great development opportunity at the same time, will also face many changes and challenges. In the background of social development, technological progress, convergence, influenced by the traditional television advertising is enormous, in the face of this enormous impact, must have a clear understanding to television advertising in order to survive, to develop, not just rely on the advantages of the original, but according to the development of society, economy and information technology, timely and change, to find the right strategy, to make positive changes to deal with the influence on traditional TV ads convergence.

Keywords:convergence；Traditional television advertising；Influence；Way

　　　随着人们对三网融合的认识进一步加深，对三网融合的研究也越来越多。但是目前学界与业界对于三网融合的研究，多集中在三个方面：技术、政策和运用，然而对三网融合对电视广告的影响这方面都没有全面系统的研究，本文在认真收集文献资料的基础上，对三网融合对我国传统电视广告未来的影响作一初步探析。