摘要/Abstract

广告，在当今的广播、电视、网络、报纸、杂志等各大媒体占着非常重要的地位，甚至可以说，广告是媒体赖以生存的经济支柱。作为以有声语言为介质的广告，广告配音对广告效果的发挥至关重要。本文拟从广告诉求、广告创意、广告品牌的角度出发，论述电视广告配音中应当如何准确地选择声音样态。

Advertisement plays an important role in broadcast. TV, Internet, newspapers, magazines and other media,some says that advertisement is economic pillar to the survival of the media.An advertising dubbing play vital to advertising effectiveness.This article discuss how to correctly choose television advertising dubbing from the perspective of advertising appeal, advertising creative, advertising brand.