文档介绍：内容摘要
当今社会信息传播的泛滥和传统商业广告质量良莠不齐,消费者对于传统的硬性广告产生了排斥心理,植入式广告逐渐走入人们的视线。植入式广告在国外已经有了近百年的历史,学术界对其研究也有了一定的深度。近年来,植入式广告在我国得到了迅速的发展,表现手法在实践的探索中也日渐成熟,作为一种新型广告传播模式,其植入的载体不再仅仅是电影、电视,而是扩展到网络游戏、舞台表演,甚至小说之中。很多国内外企业借助植入式广告都取得了比较好的营销效果,也有很多企业面对植入式广告跃跃欲试。部分传媒学者、媒体以及研究机构夸大了植入式广告的效果,认为植入式广告将替代传统硬性广告。本文结合广告学、心理学、传播学和市场营销学等理论,尝试从广告主的角度分析我国运用植入式广告的现状、植入式广告的优劣势、以及存在的问题,提出我国植入式广告应遵循的原则和策略,从而促进植入式广告的健康发展。
关键字
植入式广告;广告主;植入策略
ABSTRACT
In today’s society, the over flooding of information transmission and varied quality of mercial advertisements have caused consumers’ repulsive mentality to traditional hard advertisement, therefore, products placement es into people’s sights. Product placement has a history of one hundred years in foreign countries, and its academic research goes deep. Recently, product placement has been developing rapidly, the manifestation of which in practice is getting mature day after day. As a new model for advertisement dissemination, its targets are no longer limited within movies, TV programs, but expanded to on-line games, stage performances and even novels. A great many of foreign corporations have achieved excellent marketing effects by resorting to product placement which encouraged other firms to attempt to it. Some media scholars, mediums and research institutions exaggerated the real results of product placement, thinking that it will take the replacement of traditional hard advertisement.
This thesis integrates advertising, psychology, communication and marketing, analyzes our nation’s current situation of the application of products placement, its advantages and disadvantages as well as its existing problems, and then points out the principles and strategies it should follow so as to facilitate its healthy development.
KEY WORDS
Product placement;advertisers;implantation strategies
目录
内容摘要 1
ABSTRACT 2
一、绪论 5
(一)研究的背景和意义 5
5
6
(二)国内外研究现状 6
(三)研究方法及研究内容 7
7
7
二、广告主运用植入式广告的现状 8
三、从广告主角度分析植入式广告的优劣势 9
(一)植入式