中国家庭生活剧中植入广告价值研究
发布时间：2019-04-09 09:01
【摘要】：家庭生活剧以其独特的魅力影响着我们这个社会，作为反映人们日常生活的电视剧中的一类，它是老少皆宜的一类电视剧，是一种带有娱乐性质的使观众愉悦享受的文本。近年来在商业利益的推动下，备受关注的家庭生活剧作为广告的最佳媒介载体被人们重视和利用，但这使得其发展偏离了以往的轨道。随着广告自身的发展，植入式广告出现了，作为一种新的更容易被人接受的广告类型，植入式广告有着传统硬广告无法比拟的优势：（1）植入式广告具有隐蔽性，比传统广告更不容易引起受众反感；（2）植入式广告更好地诠释了文化性和商业性的统一与结合。植入式广告以一种全新的方式不知不觉地将商品信息传达给受众，，往往达到事半功倍的效果。但与此同时，随着限广令的出台，电视广告又面临新的挑战，广告费用也持续抬高，依靠大量的广告来突出品牌形象的方法会面临电视广告经费带来的巨大压力，而植入式广告在电视广告中以质的转变赢得了各大商家的青睐。 植入式广告就是将电视剧与广告这两个独立层面的概念统一起来，一个植入式广告的好坏就体现在怎样处理这两者之间的矛盾。由于港台同内地的文化背景不同、社会文化和社会生活方式不同，它的广告会体现出不同的特点，所以本文是以内地家庭生活剧为研究的基本平台。根据植入式广告的特点，分析了中国家庭生活剧植入式广告的传播特点，提出了电视剧与广告之间隐秘结合过程中存在问题和解决方法，提倡以剧本为本，创意为魂。创意在植入式广告的众多元素中占着主导地位，以巧妙的思路将广告与电视剧创造性的结合在一起，隐去广告意图，使植入式广告成为电视剧中不可或缺的一部分，实现以精美的植入式广告提高电视剧质量和产品信息的有效传递以更高的收视率来提高广告效益，从而实现双赢的目的。本文通过对目前中国家庭生活剧中植入式广告价值以及植入广告存在的问题分析，提出从电视剧本身入手，从四个环节同时提升广告价值，注重广告和剧本的高契合度，进而推动中国家庭生活剧的创作思路发展，提高受众好评率的同时提高电视剧的收视率及广告价值。
[Abstract]:Family life drama affects our society because of its unique charm. As a kind of TV series reflecting people's daily life, family life drama is a kind of TV series suitable for both old and young, and it is a kind of text with entertainment nature to make the audience happy and enjoy. In recent years, under the promotion of commercial interests, the concerned family life drama as the best media carrier of advertising has been paid attention to and utilized by people, but this makes its development deviate from the track of the past. With the development of advertising itself, implantable advertising appears. As a new and more acceptable type of advertising, implantable advertising has an incomparable advantage over traditional hard advertising: (1) implantable advertising has concealment. Compared with the traditional advertising, it is not easy to cause the audience to dislike; (2) the integration of culture and commerce is better explained by the placement advertisement. Implantable advertising imperceptibly conveys commodity information to the audience in a brand-new way, often achieving twice the results with half the effort. But at the same time, with the introduction of the restriction order, TV advertising faces new challenges, advertising costs continue to rise, the method of relying on a large number of advertisements to highlight the brand image will face tremendous pressure from television advertising funds. Implantable advertising in television advertising in the qualitative change has won the favor of the major businesses. Implantable advertising is to unify the two independent concepts of TV series and advertising, and how to deal with the contradiction between the two is a good or bad one. Because Hong Kong and Taiwan have different cultural background, different social culture and social life style, its advertisement will reflect different characteristics, so this paper is based on the mainland family life drama as the basic platform of study. According to the characteristics of the implantable advertisement, this paper analyzes the spreading characteristics of the implantable advertisement in the Chinese family life drama, puts forward the problems and solutions in the process of the secret combination between the TV series and the advertisement, and advocates to take the script as the base and the creativity as the soul. Creativity plays a dominant role in the many elements of implantable advertising, combining advertising with TV series creatively with ingenious ideas, hiding advertising intention, and making implantable advertising an indispensable part of TV series. In order to achieve the goal of win-win, we can improve the quality of TV series and the effective transmission of product information by exquisite implantable advertising, and improve the advertising efficiency by higher ratings. Based on the analysis of the value of implantable advertisements and the problems existing in implanted advertisements in Chinese family life dramas at present, this paper puts forward that starting from the TV series itself, the advertising value should be improved from four links at the same time, and the high degree of agreement between advertising and script should be paid attention to. Further promote the development of Chinese family life drama creative ideas, improve audience rating and improve the TV series ratings and advertising value.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8;J905
本文编号：2455022
[Abstract]:Family life drama affects our society because of its unique charm. As a kind of TV series reflecting people's daily life, family life drama is a kind of TV series suitable for both old and young, and it is a kind of text with entertainment nature to make the audience happy and enjoy. In recent years, under the promotion of commercial interests, the concerned family life drama as the best media carrier of advertising has been paid attention to and utilized by people, but this makes its development deviate from the track of the past. With the development of advertising itself, implantable advertising appears. As a new and more acceptable type of advertising, implantable advertising has an incomparable advantage over traditional hard advertising: (1) implantable advertising has concealment. Compared with the traditional advertising, it is not easy to cause the audience to dislike; (2) the integration of culture and commerce is better explained by the placement advertisement. Implantable advertising imperceptibly conveys commodity information to the audience in a brand-new way, often achieving twice the results with half the effort. But at the same time, with the introduction of the restriction order, TV advertising faces new challenges, advertising costs continue to rise, the method of relying on a large number of advertisements to highlight the brand image will face tremendous pressure from television advertising funds. Implantable advertising in television advertising in the qualitative change has won the favor of the major businesses. Implantable advertising is to unify the two independent concepts of TV series and advertising, and how to deal with the contradiction between the two is a good or bad one. Because Hong Kong and Taiwan have different cultural background, different social culture and social life style, its advertisement will reflect different characteristics, so this paper is based on the mainland family life drama as the basic platform of study. According to the characteristics of the implantable advertisement, this paper analyzes the spreading characteristics of the implantable advertisement in the Chinese family life drama, puts forward the problems and solutions in the process of the secret combination between the TV series and the advertisement, and advocates to take the script as the base and the creativity as the soul. Creativity plays a dominant role in the many elements of implantable advertising, combining advertising with TV series creatively with ingenious ideas, hiding advertising intention, and making implantable advertising an indispensable part of TV series. In order to achieve the goal of win-win, we can improve the quality of TV series and the effective transmission of product information by exquisite implantable advertising, and improve the advertising efficiency by higher ratings. Based on the analysis of the value of implantable advertisements and the problems existing in implanted advertisements in Chinese family life dramas at present, this paper puts forward that starting from the TV series itself, the advertising value should be improved from four links at the same time, and the high degree of agreement between advertising and script should be paid attention to. Further promote the development of Chinese family life drama creative ideas, improve audience rating and improve the TV series ratings and advertising value.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8;J905
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