Taking the advantages of media incidents to make public advertisements in contemporary era is called "events marketing".

Based on the redefinition of media incidents and the effect of media incidents on audience psychology, the paper selects some TV ads related to recent influential media incidents,and,on analysis,indicates some trends of TV ad originality under the influence of media incidents.

Media Events International Communication: Understand and Explain Athens Olympiad Opening Ceremony;

Regardless all the critical, however, one undeniable fact is that the innovative programs ideas, successful operation, will become an entertainment establishment of a successful media events.

In recent years, the media events in Chinese society occured high frequently andtheir influence grew increasingly.

The Breakthrough and Innovations of News Reporting in Beijing Olympics:An Analysis Based on News Reports to the Return and Span of Media Events;

Global Media Events and Establishment & Communication of National Image;

Communication Effects in Media Events:A Case Study of"Great Barrier Reef Recruitment"

This paper puts forward the term of “media literary event”,and tries to find out the reasons for this phenomenon.

In the late 20~(th) century, as a new television form appealing to the viewers eyesight, and for its particular influence on society and great intervention in the viewers daily life, TV media events, as soon as they made the first appearance, attracted the attention of such great scholars as Daniel Boorstin, Schramm, Daniel Dayan、Elihu Katz, and so on.