文档介绍：毕业设计(论文)
论文题目电影隐性广告传播效果研究
学生姓名
学生学号 0814821074
专业班级广告学0822班
指导老师
2012 年5月
摘要
随着大众媒介的不断发展,显性广告轰炸式的占据着消费者的眼球,平均每人每天从早到晚要主动或者被动得接受200~300个广告,可以说广告无处不在,堆积式的广告强攻策略让消费者的腻烦抵触心理逐渐增强,广告效果也直线下降,38%的观众会在电视广告时间段转台,58%的观众会利用广告时间休息,广告主发现自己的支出和回报越发不平衡,大量的广告费投入背后却只能收到可怜的广告关注和广告推动,在这样的情况下与显性广告相对而言的隐性广告开始登上大舞台,“随风潜入夜,润物细无声”是隐性广告的最大特点,本文就是对隐性广告的发展背景,发展现状,以及有关隐性广告的一些基本概念做一个研究和分析,其中着重对当前隐性广告操作方法上存在的误区和不足进行了分析,并综合利用消费者心理学、行为学、认知心理学以及传播方法论等众多理论成果,对隐性广告的前景出路和现实应用进行了仔细的思考和探索。我认为,隐性广告的自身优势决定了其发展前景是广阔的,然而受诸多因素影响,目前正处于发展的瓶颈。因此,我们应积极探索这一全新广告形式的科学规律,总结出科学正确的现实操作方法,从而使隐性广告健康发展下去.。让我们一起关注这种新兴的广告形式。
关键词:电影;隐性广告;广告主;受众
ABSTRACT
Along with the constant development of the mass media, to occupy a dominant consumer advertising bombing of the eyeball , The average per person per day from morning to night to accept 200-300 active or passive advertising . It can be said advertising is everywhere, piled up of the consumer advertising strategy storm bored at all contradiction gradually increase. 38% of the audience in television advertising time of turntable, the audience will use 58% of the advertising time for rest. Advertisers found themselves spending more and return imbalance invested a lot of advertising behind only received poor attention to the advertising promotion and advertising. Under such circumstances and the relative dominance of recessive advertising board began advertising arena. "Wafted into the night Raindrops" recessive advertising is the most prominent characteristic of this paper is the development of recessive advertising background, Development, and the basic concept of a recessive advertising research and analysis Let us turn our attention to these new forms of advertising.
Key words: Movie; Recessive Advertising; Brand; Audience
目录
1. 电影“隐性”广告传播现状 1
什么是“隐性”广告 2
“隐性”广告的特点 2
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2. 隐性广告存在的问题 5
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3. 电影“隐性”广告的效果