中国电影植入式广告的效果研究

发布时间：2018-01-11 01:02

本文关键词：中国电影植入式广告的效果研究　出处：《湖南科技大学》2016年硕士论文　论文类型：学位论文

【摘要】：植入式广告作为电影艺术与广告艺术的结合体,近年来在国内电影中得到广泛应用,倍受瞩目。虽然电影与广告的融合依旧存在一些矛盾和冲突,但是这一艺术表现形式已经成为电影作品市场运作的重要组成部分。该文以中国电影植入式广告的效果分析为抓手,分成三大部分:第一部分为绪论,主要介绍了论文的研究背景、国内外研究现状、研究目的及意义、研究的思路与方法。第二部分为论文的主体:第一章对植入式广告进行了概述,将植入式广告的发展阶段分为初见端倪、形成规模及蓬勃发展三个阶段,其特点为植入品牌领域逐渐广泛化,市场运作日益专业化,品牌与电影实现双向营销等。第二章分析了中国电影植入式广告的存在的问题,主要包括植入无节制影响传播的效果;植入不当不利品牌形象塑造;植入内容不佳破坏观影效果;植入主观性强评估体系缺失。在此基础上提出应对之策,一是控制植入数量提高广告效果;二是植入品牌与电影要高度融合;三是整合植入内容顾及观众心理;四是建立起完整的价值评估体系等。第三章主要从广告主、制作方和观众三个角度对中国电影植入式广告的发展优势进行分析,并总结出其应用效果:一是持久性影响方式,广告记忆度佳;二是潜移默化的过程,广告认同感好;三是较低的投资成本,广告性价比高;四是灵活的经营方式,促进电影业发展。论文的第三部分为结语,指出电影植入式广告的良性有序发展,要靠国家相关法律法规来规范,要靠商业道德来约束;要适应时代发展需要,把握好植入式广告的度,控制其质与量的平衡,最后让观众带着愉悦的心情接受植入式广告的信息。
[Abstract]:As a combination of film art and advertising art, implantable advertising has been widely used in domestic films in recent years, and has attracted much attention, although there are still some contradictions and conflicts in the fusion of film and advertising. However, this form of artistic expression has become an important part of the operation of the film market. This article focuses on the analysis of the effect of Chinese film placement advertising, which is divided into three parts: the first part is the introduction. This paper mainly introduces the research background, domestic and foreign research status, research purpose and significance, research ideas and methods. The second part is the main body of the paper: the first chapter summarizes the implantable advertising. The development stage of implantable advertising is divided into three stages: initial appearance, formation scale and vigorous development. Its characteristics are that the field of implantable brand is becoming more and more extensive, and the market operation is becoming more and more specialized. The second chapter analyzes the existing problems of Chinese film placement advertising, mainly including the effect of placement on communication; Improper implantation is unfavorable to brand image shaping; The content of implantation is not good to destroy the effect of viewing film; On the basis of this, the author puts forward some countermeasures, one is to control the quantity of implant to improve the advertising effect; Second, the implantation of brand and film must be highly integrated; Third, integrate the implanted content to take into account the psychology of the audience; The third chapter analyzes the development advantages of Chinese film placement advertising from the perspectives of advertisers, producers and viewers. And summarizes its application effect: first, the persistence influence way, the advertisement memory degree is good; Second, the process of imperceptible, advertising identity; Third, low investment cost and high performance-price ratio of advertising; The third part is the conclusion, pointing out that the healthy and orderly development of the film placement advertising should be regulated by the relevant laws and regulations of the country and restricted by the commercial morality. In order to meet the needs of the development of the times, we should grasp the degree of placement advertisement, control the balance between quality and quantity, and finally let the audience accept the information of placement advertisement with a pleasant mood.
【学位授予单位】：湖南科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J943.1

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