四部热播国产剧植入式广告传播效果研究

发布时间：2018-06-26 05:18

本文选题：植入式广告 + 传播效果　；参考：《河北大学》2014年硕士论文

【摘要】：在传统的硬广告传播效果普遍受到质疑的今天，业界越来越热衷于打“隐性植入”牌的植入式广告。2014新年的贺岁大片如“植入高手”冯小刚的《私人定制》就以高达8000万的广告植入费拉开了新的一年植入式广告的大幕。新事物的发展并不会一帆风顺，植入式广告也不例外，我们除了看到影视剧争先恐后抢植入的风光背后也要注意到，在其发展过程中由于经验不足、利益驱使等因素引起的剥离剧情、植入刻意等一系列弊端。植入式广告是一种将产品服务或品牌及其代表性的视觉符号甚至传统广告片策略性融入电影、电视剧、电视节目等各种媒介内容中，通过场景的再现，让观众留下对产品及品牌印象，继而达到营销目的一种营销方式。植入方式主要有道具植入、场景植入、台词植入等形式。本文注重研究的是热播电视剧植入广告传播效果，选取了国内近年来四部热播的电视剧为样本，，采用发放问卷的形式调查受众对于电视剧植入式广告的态度，主要运用了AIDMA理论进行分析，通过正反案例对比和受众反馈得出了优化植入式广告传播效果的建议和策略。
[Abstract]:Today, when the effect of traditional hard advertising communication is generally questioned, The industry is increasingly keen to hit the "hidden implant" brand of placement ads. The New year's New year blockbusters such as "Implant Master" Feng Xiaogang's "personal customization" have opened the new year with up to 80 million ad placement fees. The development of new things will not be smooth, and implantable advertising is no exception. We should also notice that in the course of its development, we should also pay attention to the lack of experience in the process of development, in addition to seeing films and television dramas scramble for implantation. Interest-driven factors such as the stripping plot, implantation deliberately such as a series of drawbacks. Implantable advertising is a kind of product, service, brand and its representative visual symbol or even traditional advertising film, which is strategically integrated into various media content, such as movies, TV dramas, TV programs, and so on, through the reproduction of the scene. Let the audience leave an impression of the product and brand, and then achieve the purpose of marketing a marketing method. The main ways of implantation are props implantation, scene implantation, lines implantation and so on. This paper focuses on the effect of the popular TV series placement advertising communication, selects four popular TV dramas in recent years as a sample, and uses questionnaires to investigate the audience's attitude towards TV series placement advertising. AIDMA theory is mainly used to analyze, and through the contrast of positive and negative cases and audience feedback, the suggestions and strategies to optimize the effect of implantable advertising communication are obtained.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J959

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