影视广告主题的形成,主要取决于创作者对广告目标群、市场信息特点和消费者的消费心理三方面的反复思考和精心提炼。相同的主题可有不同的处理技巧以赋予主题新的含义。在影视作品中,主题是前提,处理技巧是表达观点的方法,是体现创作思想和意图的手段,技术表现手段不能脱离主题而存在。本论文探讨的重点是主题确定后,如何选用有效而恰当的处理手法来表现主题。 The formation of the theme of film and television advertising, mainly depends on the creator of the advertising target group, the characteristics of market information and consumer psychology of consumer thinking and carefully refined three aspects. The same theme can have different handling skills to give the theme a new meaning. In film and television works, the theme is the premise, the handling skills are the means of expressing opinions, the means of reflecting the creative ideas and intentions, and the means of technical expression can not exist without the theme. The main point of this thesis is how to choose the effective and appropriate method to express the theme after the theme is fixed.