发现新价值——从农夫山泉茶饮料电视广告说起

消费社会的来临改变糟人们的生活方式，也影响着人们的价值观念，其中电视广告与传播消费文化有着相当紧密的联系。通过提高产品形象使消赞者与品牌产生新的价值认同，产品形象已经成为产品特别是快速消费类产品创新的主要方面和手段。文章通过对农夫山泉东方树叶系列茶饮料电视广告乃至产品形象的分析，讨论了在消费社会背景下新产品研发中的新价值创造，产品新价值如何体现在产品形象之中。以期对快速消费品产品形象设计产生启发。

Discover New Value,Taking the TV Ads of Nongfu Spring Tea Drinks for Example

The advent of the consumer society is changing the way people live, but also affect people＇s values, where television advertising and consumer culture have fairly close contact. By improving the image of the product so that consumers and brand generate new value identity, it has been the main aspects and means of product innovation, especially at the FMCG field. In this paper, we analyzed the tea television advertising of Nongfu spring Orient leaves series and even product image, discussed new product development in the new value creation in the context of consumer society, how the new value of product is reflected in the product image. It will inspire the FMCG product image design.