国内电视剧植入广告研究

发布时间：2018-03-28 03:26

本文选题：电视剧　切入点：植入广告　出处：《南京师范大学》2012年硕士论文

【摘要】：伴随着受众对于硬性广告的抗拒和我国取消电视剧插播广告的举措,以及电视剧播出渠道的增多,广告在电视媒体的发展遭遇瓶颈,于是,植入广告便成了大势所趋。作为传统广告的补充,近几年来,植入广告广泛的应用于电视剧、电影中,也由此引发了不少争议和思考。植入广告,是指广告商以有偿的方式在影视剧中安插其产品或代表性的产品符号,甚至服务内容,以试图通过影视剧的影响力来引导受众的消费行为的一种广告方式。本文通过比较电视剧和广告两种文本,分析两者之间的差异和相通之处,指出电视剧植入广告有其存在的可能性和具有一定的发展潜力。在此基础之上,结合传播学、影视艺术学、社会学等相关理论,指出电视剧和广告能带给受众相似的“虚拟体验”是电视剧植入广告的基础。国内电视剧面临商业化转型的发展困境、广告主所面临的商业困境是电视剧植入广告发展的动力。同时,电视剧与广告结合,开拓了广告传播和电视剧营销的新形势,也给电视剧的美学形态产生了一定的影响,引发了受众对于“是电视剧还是广告片”的担忧。在此基础上,笔者进一步指出,电视剧植入广告中应该重视电视剧的基础作用,不能喧宾夺主植入广告只有在不破坏电视剧完整性的基础上才能实现自身的商业价值,才能借助电视剧的影响力来提升品牌文化。保持这种良性循环才能使电视剧在更好的传播生态中发展。
[Abstract]:With the resistance of the audience to hard advertising, the action of canceling the advertisement of TV series in our country, and the increase of broadcasting channels of TV series, the development of advertisements in the television media has encountered a bottleneck, so, As a supplement of traditional advertising, placement advertising has been widely used in TV series and movies in recent years, which has caused a lot of controversy and thinking. Placement of advertising refers to advertisers in a paid way to place their products or representative product symbols or even service content in order to try to guide the audience through the influence of film and television advertising. By comparing the two texts of TV series and advertisements, this paper analyzes the differences and similarities between the two texts, and points out that TV series placement advertisements have the possibility of existence and have a certain potential for development. Related theories such as film and television art, sociology and so on, point out that TV dramas and advertisements can bring similar "virtual experience" to the audience. The commercial predicament faced by advertisers is the driving force for the development of TV dramas. At the same time, the combination of TV dramas and advertisements has opened up a new situation of advertising communication and marketing, and has also had a certain impact on the aesthetic form of TV dramas. On the basis of this, the author further points out that the basic role of TV dramas should be attached importance to in the placement of advertisements in TV dramas. We can't grab the host and put in advertisements. Only on the basis of not destroying the integrity of TV series can we realize our own commercial value. Only by using the influence of TV series to promote brand culture can we keep this virtuous circle and develop TV series in a better communication ecology.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J905

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