韩国偶像剧植入式广告传播特点与效果研究

发布时间：2018-03-29 12:31

本文选题：韩国偶像剧　切入点：植入式广告　出处：《西南政法大学》2016年硕士论文

【摘要】：植入式广告又称植入式营销,是指将产品或品牌及其代表性的视觉符号甚至服务内容,策略性融入电影、电视剧或电视节目内容中。通过场景的再现,让观众留下对产品及品牌印象,继而达到营销的目的。本文所研究植入式广告皆是狭义的植入式广告,也就是说都是有偿的植入式广告,传播的目的都是获得利润。植入式广告的分类有很多种。大致可以归纳为：根据植入的媒介内容分类、根据不同隐匿程度的分类、根据不同表现形式的分类、根据不同植入方式的分类等等,这些是本文所涉及的有关研究的分类方式。本文是基于《来自星星的你》、《继承者》、《制作人》为样本,以内容分析法、问卷调查法为研究方法,对韩国偶像剧植入式广告的特征和传播效果进行研究。本文涉及到的传统传播学理论有潜意识理论、归因理论、说服性传播理论、两级传播理论、模仿理论以及基于互联网提出的AISAS理论等。考虑到韩国偶像剧的热度和广告的时效性问题,本研究仅从近三年内(从2013—2015年)播出的韩国偶像剧中随机选取3部(每年一部,共计3部)为样本进行分析,对其中出现的植入式广告进行具体解构,结合传播学和广告心理学相关理论,分析其传播效果。问卷调查主要通过“问卷星”来实现。本次调查拟收回100份有效问卷,以客观题为主,主观题为辅进行问卷设计,并设置性别、年龄、学历等具有人口统计学意义的选项。基于以上,调查问卷以产品类别、植入方式、隐匿程度、表现形式为中心, 以AISAS心理过程为主线展开调查。而问卷的有效性是基于受访者是样本韩国偶像剧的收看人群。研究发现：广告植入的产品类别一般包含：服饰、电器、汽车、食品饮料。可见,这四类产品是韩国偶像剧植入式广告的中重头戏。服饰的植入更是贯穿剧集始终,有主要演员所代言的品牌,也有商家主动注入欲想被代言的品牌,都会根据前面剧集播放的收视效果酌情增减植入数量；电器类产品的植入一般是有特殊遮挡的隐性植入；汽车类产品的植入所占比例也很大,主要从演员担任角色的社会地位出发配备相同级别的座驾,主要展示车的外部造型,内饰构造,车辆的动力性指标、制动性能、汽车噪声等：食品饮料类产品的植入,更是包含了文化植入的成分；化妆品类产品的植入也是韩国偶像剧植入的一大热门产品类别,产品植入有隐性的,也有显性的。广告植入的植入方式虽然由植入显著度、植入内容、植入匹配性、名人效应与营销支持等多方面决定的,但信息呈现方式却具有相似性。植入方式一般采用单一的植入方式,道具植入是最常见的植入方式,还有场景植入、音效植入。台词植入不会单独出现,一般伴随着音效植入和场景植入。广告植入的隐匿程度与表现形式,一般采用与剧情相关的视觉型隐性植入。另外,韩国偶像剧植入式广告总体来说传播效果良好,大多数被访者对植入产品态度中性,而且绝大多数会在后续产生“搜索”相关产品的行为,虽大多数被访者表示暂时不会购买,但却会通过线下、线上形式与朋友讨论相关植入产品,会在后续传播行为中主动留意相关产品或偶尔留意、分享至朋友圈等。在此过程中促成购买的决定性因素是“朋友分享”或“网上好评”。可见,有效的分享和购买行动的达成都可以成为衡量植入广告传播效果的标准。这与传统的AIDMA营销法则大大不同,主要是传播介质的变化,网络成为韩国偶像剧观众看剧与分享,甚至购买的第一选择。“分享”在互联网时代变得越发重要,甚至可以说“分享”的内容、途径、接受分享信息的方式与再次分享对植入广告的传播效果起着至关重要的作用。要牢牢把握韩国偶像剧植入式广告传播效果的影响因素,如：广告的植入方式、产品和品牌的知名度与美誉度、互联网的“中介效应”等等,学会“讲故事”、掌握“互动营销”。
[Abstract]:Product placement and placement marketing, refers to a product or brand and its visual symbols or representative service content, strategy into the movie, television or television programs. Through the reproduction of the scene, leaving the audience to product and brand image, and then achieve marketing purposes. This paper is Product placement Product placement in a narrow sense, that is Product placement paid, the purpose of communication is to profit. There are many kinds of classification Product placement. It can be summed up as: classification according to the media into the content, according to the classification of different hidden degree, according to the classification of different forms, according to the different methods of implantation classification so, these are classification of related research involved in this paper. This paper is from the stars you > < < > based successor, < >, producer for sample, content analysis, questionnaire The survey method, to study the characteristics of Korean idol drama Product placement and communication effect. This article relates to the traditional communication theory of subconscious theory, attribution theory, persuasive communication theory, two stage theory and communication theory, based on the Internet imitation of the AISAS theory. Considering the limitation of Korean idol drama heat and advertising, this study only from the last three years (from 2013 to 2015) broadcast Korean idol drama department (3 randomly selected a year, a total of 3) for the sample analysis, the implanted advertising specific deconstruction, combining communication and advertising psychology theory the analysis, dissemination of results. The questionnaire is mainly through questionnaire stars. "This survey intends to recover 100 valid questionnaires, with objective questions, supplemented by subjective questionnaire design, and set the gender, age, School The calendar has demographic options. Based on the above, the questionnaire on product categories, implantation, hidden degree, form as the center, to investigate AISAS psychological process as the main line. And the validity of the questionnaire is based on the sample of respondents is Korean idol drama viewing crowd. The study found: advertising product categories includes clothing, appliances, automotive, food and beverage. Therefore, these four products are Korean idol drama Product placement in the main event. The dress is more throughout the series has always been implanted, the main actor endorsement of the brand, there are also businesses want to be active with the endorsement of the brand, will be based on the reception of the discretion to change the number of episodes broadcast in front of implantation; electrical products implanted in general is a recessive special block implantation; automotive products into proportion is large, mainly from the angle of dancers The color of the same level of social status with the car, the main show car exterior design, interior structure, dynamic performance, vehicle braking performance, vehicle noise such as: Food and beverage products of the implant, but also includes the cultural implanted components; cosmetics product placement is South Korea idol drama into a popular product categories, product placement is recessive, is also dominant. Implant placement although by implants significantly, implant implantation, matching, celebrity and marketing support and other aspects of the decision, but the information presentation has similarity. Implantation methods generally use the single implant, implant is props the most common way of implantation, and implant implantation. The scene, sound lines implants will not appear alone, usually accompanied by sounds and scene implantation. Placement of hidden degree and form In general, the visual type recessive implants involved in the story. In addition, the South Korean idol drama Product placement overall communication effect is good, most of the respondents on product placement attitude neutral, and most will have a "search" related products in the subsequent behavior, although the majority of respondents said that we will not buy, but through the line. Online with friends to discuss the product placement in subsequent propagation in active attention to the relevant product or the occasional notice, circle of friends to share. The decisive factor in the process to buy is "friends" or "online praise". Obviously, the effective sharing and buy action of Chengdu can be a measure of placement effect of communication standard. This is quite different from the traditional AIDMA marketing rules, mainly is the change of communication media, network has become a Korean idol drama theater and the audience Share, or even buy the first choice. "Share" is becoming more and more important in the Internet era, and even can be said to "share" the content, way, way to share information and accept again to share advertising effect implantation plays a vital role. We must firmly grasp the influence factors, the effect of idol drama spread Product placement in South Korea such as: the implantation of advertising, the popularity and reputation of products and brands, the Internet "intermediary effect" and so on, learn to master the "story", "interactive marketing".

【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J905;F713.8

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