文档介绍：本科毕业论文(设计)
题目浅析我国时尚电影与
植入式广告的整合营销传播
浅析我国时尚电影与植入式广告的整合营销传播
摘要: 时尚之于电影密不可分,西方影视传播史上早就已经经过实践论证了时尚与电影的孪生关系。在时尚尚且不发达的中国,时尚电影刚刚崛起,伴随着植入式广告开始盛行。这两者于中国均在实践阶段,尚没有固定的模式可以遵循,如何将它们探索出一条可行之路,是目前的研究热点。本文将以植入式广告为切入点,分析植入式广告在时尚电影中的运用,并尝试寻找利用植入式广告打造我国时尚电影产业的整合营销传播体系。
关键词:植入式广告;电影;时尚;整合营销传播
Chinese fashionable movie shallow with implantable AD integration distribute marketing
GUI Huanan
School Of Journalism munication, Southwest China University, Chongqing 400715, China
Abstract: Fashion in the movie are inseparable, western munication history would have through practice demonstrates fashion and movie twin relations. In fashion is not developed China, fashionable movie just rise, along with implantable advertising began to prevail. Both were in practice in China, still no fixed stage patterns can follow, how they explore a feasible path are the current research hotspot. This paper will take implantable advertising as the breakthrough point, analysis in the fashion of movies implantable advertising apply, and try to find using implantable advertising make our fashion film industry of integrated munications system.
Key word: Implantable advertising; Movies; The fashion; Integrated munication
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对于我国时尚电影的初步阐释 - 6 -
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参考文献: - 14 -
致谢: - 15 -
20世纪以来,这个时代最具影响力的大众文化艺术——电影,以势不可挡之态日益壮大其产业规模与结构,并以它独有的媒介特质在大众传播过程中扮演着重要角色;广告则是上世纪以来发展最快,最具渗透力的产业;而时尚,作为人们应该怎样在这个物质生活极近丰裕的时代艺术地生活的态度,逐渐的成为一种普适的价值观进入大众的意识当中。电影插播广告,并与时尚交相辉映的局面逐渐呈现。
随着市场经济竞争的日益激烈