摘要：目前我国正处于经济快速发展的阶段，人们生活水平显著提高的同时，审美能力也逐渐增强。至2013年，春晚已走过了31年的历程，央视强大的影响力使得春晚有了广泛的观众基础，人们也把收看春晚当做必不可少的年夜大餐。人们在收看春晚的同时也在点评着它的变化，尤其是主持人作为营造节日气氛、激发观众情绪的重要角色，他们的服装、语言还有体态语的应用都成了人们谈论的话题，而服装、语言、体态语都属于主持人形象设计的一部分。央视作为引导大众审美的风向标，主持人的形象设计也成为了人们关注的焦点，一位主持人好的形象设计会对整个节目效果产生影响。本文从春晚主持人的产生背景出发，阐述央视与春晚主持人的共同时代特征，指出近几年央视的发展过程中春晚主持人形象存在的问题，以及未来央视和春晚主持人的发展趋势。通过研究春晚主持人形象30年的变化，力图以小见大，从细微处展现央视的发展变化。
关键词：春晚；主持人；形象设计；央视
Study on CCTV Development and Change from the Spring Festival Gala Host Image Design
Abstract：At presentChinais in the stage of rapid economic development, people's living level increased significantly,at the same time, the aesthetic abilitieshave been enhanced. To 2013, the Gala has gone through the course of 31 years, CCTV Spring Festival Gala has powerful influenceandmakes the audience broad-based, people have to watch Spring Festival gala as essential big meal. People watching the Spring Festival Gala at the same time also comment that it changes, especially the host as an important role to create a festive atmosphere, inspire the audience, their clothing, language and body language application have become the talk, part of a garment, language, body language belong to the host image design.BecauseCCTVisa guide of public aesthetic vane,host image design has also become a focus of attention,sothehost image designhasa good effect on the entire program. In this paper,based onthe background of the Spring Festival evening show host, the common characteristics of the times and the Spring Festival Gala CCTV host,the authorpointsout the existing Spring Festival Gala host image development process in recent years, the problem of CCTV, CCTV Spring Festival Gala and future development trend and host. Through 30 years of change, Spring Festival Gala host image to the child is father of the man, from the subtle changes in the development of the CCTV show.
Key Words：Spring Festival Gala Evening；Compare；Image design；CCTV
摘 要 1
Abstract 1
一、春晚主持人形象设计产生的背景 2
（一）春晚主持人产生背景 2
（二）主持人形象设计的定义 3
（三）春晚主持人角色定位 3
二、央视平台与春晚主持人形象共同呈现的时代特征 4
（一）80年代春晚主持人形象设计略显稚嫩 4
（二）90年代主持人形象设计受商业元素影响 5
（三）00年代春晚主持人形象设计凸显民族特色 5
三、央视平台对春晚主持人形象设计的制约因素 6
（一）春晚主持人语言程式化 6
（二）春晚主持人的主持风格呈现“脸谱化” 6
（三）春晚广告的植入使主持人形象商业化 7
（四）春晚主持人服装审核程序复杂化 8
四、央视发展在春晚主持人形象设计中的体现 8
（一）主持人的语言变得轻松幽默 9
（二）主持群的出现使主持人的形象更为鲜明 9 从春晚主持人形象设计看央视的发展变化:http://www.751com.cn/xinwen/lunwen_122.html