摘  要: 电视广告是一种通过电视媒体传播，运用音画组合的表达方式、传播特定广告信息内容的广告，是画面和声音合二为一的视听艺术表现形式。在电视广告中，情感元素被大面积使用。情感的视觉元素、听觉元素以及文案调动人们的感官。根据plutebik的原情绪说和马斯洛的层级理论，人类的情感有基础情感和高级情感之分。电视广告中，情感的各个元素都发挥着自己的作用，使广告变得鲜活、生动，富有人味儿。然而情感元素在电视广告的应用中，存在一定的问题，包括定位、表现的内容和表现形式，解决这些问题，情感元素在电视广告中才能得以更好地发挥。而本文也正是针对情感及情感元素在电视广告中的应用进行探讨。论文第一部分简单概述了一下情感的相关概念，包括定义、特征及分类状况。第二、三部分针对情感元素及其在电视广告中的应用进行详细的讨论。第四部分针对情感元素在电视广告中的应用存在的问题提出解决方法。

关键词：情感  情感元素  马斯洛层级理论  视觉元素 听觉元素

Abstract:TV advertising is a TV media, the use of music and picture combination of expression and dissemination of specific advertising content of the ads, picture and sound into one of the audio-visual form of artistic expression. In television commercials, emotional element is a large area. The visual elements of the emotional, auditory elements as well as copy to mobilize people's senses. According to the original mood of the plutebik said and Maslow's hierarchy theory, human emotions are the basis of emotion and high-level emotional points. Television commercials, the emotional elements play their own role, advertising has become a fresh, lively taste of the rich people. However, the emotional element in the application of television advertising, there are some problems, including orientation, the performance of the content and form of expression, to solve these problems, the emotional element in TV commercials in order to better play. This article is also emotion and emotional elements in television commercials. The first part is a brief overview of the related concepts of emotion, including definitions, characteristics and classification status. II, III and discussed in detail for emotional elements and their application in television commercials. The fourth part of the problems for the emotional element in TV commercials propose solutions.

Keywords: emotional  emotional element  maslow's hierarchy theory  visual elements hearing elements