偶像剧中植入性广告分析

论文编号:WHCY024 论文字数:9995,页数:12 附任务书,开题报告,外文翻译,文献综述

 摘要：偶像剧中的植入是广告，由于其受众的相对稳定以及确定性在近几年广告效果达到了一个新的层次。近几年以湖南卫视为龙头的地方电视台自制偶像剧蜂拥崛起，取得了一定的效果。
 本文将通过对植入式广告的发展历史分析进而提炼出电视媒体中的植入式广告的效果状况的分析。以国内典型偶像剧中《丑女无敌》为例着重分析，通过对偶像剧中植入性广告与受众心理，植入性广告与商业品牌形象的关系，植入性广告的整合营销等方面对国内植入性广告进行现状分析。通过对植入式广告在偶像剧中的应用及发展，探索植入式广告在偶像剧中整个的发展前景以及偶像剧中植入式广告的效果评估体系的建立。

  ABSTRACT
 Implantable advertising and marketing, is called implantable advertising message silent implant in product or brand and its representative or service contents strategic vision symbol in film, TV media content, through such scene, quietly information, let the audience to the audience in the unconscious bearing products and brands, and then to produce impression of marketing purposes.
 Although at present has many TV advertising, implantable effect compared with traditional media advertising is apparent, and the audience with the traditional advertising has produced some advertising immunity. But the implant is advertising, Taiwanese because of its relative stability and the uncertainty of the audience in the advertisement effect in recent years to a new level. In recent years, with hunan TV station for the leading place of homemade dramas flocked rise, has obtained the certain effect.
 This will be based on the analysis of historical development implantable advertising and media produced in the analysis of the effect. In a typical ugly invincible in Taiwanese "as an example, through analyses of dramas, implantable advertising and audience in psychology, implantable advertising business relationship with the brand image, implantable advertising marketing aspects of the current situation of domestic implanting advertising. Based on the application in Taiwanese implantable advertising, exploring and developing implantable advertisements in the development prospect of Taiwanese dramas and in effect evaluation system is established.      

目  录
 
 
绪   论 ……………………………………………………………………………………1
一、 植入式广告的研究背景 ……………………………………………………………1
（一）、植入式广告的定义  ………………………………………………………1
（二）、植入式广告发展史  ……………………………………………………2
（三）、植入式广告研究成果………………………………………………………3
二、偶像剧中植入式广告的优劣势以及我国发展的现状………………………………3
（一）、偶像剧中植入式广告的优劣势 …………………………………………3
（二）、偶像剧中的植入式广告在我国发展的现状 ……………………………3
三、以《丑女无敌》为例分偶像剧的植入式  …………………………………………3
（一）、《丑女无敌》的植入广告合作品牌的植入类型 ………………………3
（二）、《丑女无敌》的植入效果分析  …………………………………………4
（三）、解密《丑女无敌>的植入式广告高效果 …………………………………5
四、国内偶像剧中植入式广告的发展前景 ……………………………………………5
（一）、理想的偶像剧中的植入式广告应具备的要素…………………………6
（二）、完善国内的植入式广告的发展的措施…………………………………6
（三）、国内偶像剧中植入性广告发展的方向…………………………………
（四）、偶像剧中植入式广告的法制化问题  …………………………………7
五、结语 …………………………………………………………………………………8
六、参考文献 ……………………………………………………………………………9