植入式广告研究——从《奋斗》中的植入式广告说起

论文编号:WHCY045 论文字数:12413,页数:18 附任务书,开题报告,外文翻译,文献综述

 摘要：植入式广告，也可以称为隐性广告，与传统的显性广告是相对的，植入式广告可以植入到电视剧、电影、舞台剧、晚会、游戏杂志、报纸等一切传播媒介甚至公共环境中，由广告商付费，之后通过策划，使广告与这些被植入的对象融为一体，使受众在没有意识到或者不唐突的情况下，向其传递产品、品牌符号等信息，以达到广告商想要的效果。在中国传统广告市场发展速度大幅缩水的今天，植入式广告逐渐兴起，凭借其相对低廉的成本与良好的效果得到广告商的青睐。在电视广告市场中，一个成功的植入式广告案例，需要满足有明星效应、深度植入、植入本土化、准确定位目标受众等等条件。但不可否认，植入式广告不是完美的，品牌适用范围小、不适合深度说服是其硬伤，同时中国的植入式广告市场环境还不完善，缺少专业植入式广告中介，定价标准缺失，同时也没有形成一个有力的支持平台。在未来的电视广告市场，改变电视剧产业传统播放制作模式，尝试以“季”为单位来播放制作电视剧不失为发展中国植入式广告市场大环境的一个良好的选择。
 关键词：植入式广告；电视广告市场；目标受众；“季”
 
 
 SPEAKING FROM THE PRODUCT PLACEMENT IN “THE STRUGGLE”
 ABSTRACT:Product placement, also known as hidden advertising, traditional advertising is relative dominance, product placement can be implanted into the TV series, movies, stage plays, parties, games magazines, newspapers and all media and even public environment, paid by the advertisers, then by planning to make advertising and integration of these targets are implanted so that the audience did not realize or unobtrusive in the case, its transmission products, brand symbols and other information to advertisers to reach the desired effect. In traditional Chinese advertising market has shrunk significantly speed the development of today''s product placement was on the rise, with its relatively low cost and good results are advertisers of all ages. In the television advertising market, a successful product placement cases, need to meet a star effect, the depth of implantation, implant localization, target your audience more accurately the conditions. Undeniably, product placement is not perfect, small range of brands, not suitable for the depth to convince its Mishaps, while China''s market environment, product placement is not perfect, the lack of intermediary professional product placement,lack of pricing standards and also did not form a strong support platform. TV advertising market in the future, to change the traditional broadcast TV industry, production mode, try to "season" for the unit to play produced a drama after all the development of China''s advertising market environment implanted a good choice.
 Key words: product placement; TV advertising market;target audience; “season”

目录
1 绪论 1
1.1植入式广告概述 1
2 中国植入式广告市场概述 1
2.1植入式广告在电视媒体中兴起的原因 1
 2.1.1电视广告市场整体增长放缓 2
 2.1.2传统广告方式面临发展瓶颈 3
 2.1.3其他原因 4
3 植入式广告的分析与展望 5
3.1从《奋斗》中的植入式广告说起 5
 3.1.1明星效应 5
 3.1.2品牌与电视剧的内容与目标受众吻合 5
 3.1.3符合情节，深度植入 6
 3.1.4影片第一，广告第二 6
 3.1.5坚持本土化 7
3.2植入式广告的硬伤 7
 3.2.1品牌适用范围小 8
 3.2.2植入式广告不适合深度说服 8
3.3中国植入式广告市场环境有待发展之处 8
 3.3.1专业植入式广告中介的缺失 8
 3.3.2定价标准缺失 9
 3.3.3中国植入式广告产业链正在形成，但缺乏支持平台 9
3.4植入式广告与中国电视剧产业合作的新模式探讨 10
 3.4.1按“季”播放制作电视剧为植入式广告市场带来的新机遇 10
 3.4.2更高质量的电视剧，更丰富的广告植入机会 10
 3.4.3更精准、更稳定的广告目标受众群 10
 3.4.4更有利于整合植入式广告与线下配套活动 11
4 结论 12
致谢 13
参考文献 14