网络自制综艺节目植入式广告创新研究

发布时间：2018-04-28 14:28

本文选题：网络自制综艺节目 + 植入式广告　；参考：《郑州大学》2017年硕士论文

【摘要】：随着信息通讯技术的发展和网民审美要求的提高,各大视频网站已由争抢独播权转向倾力打造原创自制内容,网络自制已然成为网络视频行业角逐的重心。随着传统电视观看群体数量的下降和观看时间的不断减少,昂贵的广告费却很难带来良好的广告效果,广告商不得不寻求新的广告赞助形式。网络自制综艺节目以其更为开放的节目内容,更为多样的制作模式吸引广大青年群体观看,其爆发式的增长成功吸引了广告赞助商的目光。纵观近年来热播的网络自制综艺节目,它们不但在节目内容上取得了良好的口碑,更是取得了不凡的广告效益。基于以上现状,本文通过对具有代表性的网络自制综艺节目植入式广告案例的分析,从植入式广告的制作主体——节目制作方广告思维的创新,植入式广告的内容——广告植入形式创新、广告语言表达创新,植入式广告的受众——受众定位创新,植入式广告相关技术——大数据和云计算的创新运用,植入式广告的效果分析等方面,对当下热播网络自制综艺节目植入式广告的创新表现进行总结:随着节目制作水平的不断提高和节目制作方广告思维的创新,网络自制综艺节目对传统广告植入形式进行了改良,创新广告植入的时机,推出符合节目特点的广告植入方式;随着互联网的广泛使用,网络自制综艺节目在广告语言表达上充分展现网络用语特点;利用高新技术,实现大数据支持下的精准创意与传播。结合植入式广告的创新表现,指出当下网络自制综艺节目植入广告中存在的问题,并对其未来发展提出建议。在网络自制蓬勃发展的当下,探究网络自制综艺节目植入式广告的创新表现和有益经验,对未来网络自制综艺节目植入式广告的健康发展,甚至其他影视剧作品植入式广告的发展具有极大的实践意义。
[Abstract]:With the development of information and communication technology and the improvement of the aesthetic requirements of Internet users, the major video websites have shifted from competing for the right to broadcast to creating original homemade content, which has become the focus of the online video industry competition. With the decline of the number of traditional TV viewing groups and the continuous decrease of viewing time, it is difficult to bring good advertising effect due to the high cost of advertising, and advertisers have to seek new forms of advertising sponsorship. With its more open content and more diversified production mode, the network homemade variety show attracts the masses of young people to watch, and its explosive growth has attracted the attention of advertising sponsors. In recent years, the popular network variety shows show that they have not only achieved good reputation in the content of the program, but also achieved extraordinary advertising benefits. Based on the above situation, this paper, through the analysis of the typical network self-made variety arts program placement advertising cases, from the placement advertising production main body-program producers advertising thinking innovation, Content of implantable ads-Innovation of Advertising Placement forms, Advertising language expression Innovation, audience orientation Innovation of Implant Advertising, Innovational Application of Advertising related Technology-big data and Cloud Computing, In the aspects of the effect analysis of implantable advertising, this paper summarizes the innovative performance of the popular network self-made variety show placement advertising: with the continuous improvement of the program production level and the innovation of the advertising thinking of the program producers, Self-made online variety shows have improved the traditional form of advertising placement, innovating the timing of advertising placement, and introducing ad placement methods that conform to the characteristics of the program; with the widespread use of the Internet, The network self-made variety show fully displays the characteristics of the network language in advertising language expression, and realizes the precise creativity and dissemination supported by big data by using the high and new technology. Combined with the innovative performance of implantable advertising, this paper points out the problems existing in the placement of online self-made variety shows, and puts forward some suggestions for its future development. With the vigorous development of the network self-made variety show, this paper explores the innovative performance and beneficial experience of the implantable advertising of the network homemade variety show, and the healthy development of the future network self-made variety art program placement advertisement. Even the development of other film and television works placement advertising has great practical significance.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G222;F713.8

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