角色扮演类网络游戏中的广告植入研究

发布时间：2018-04-02 00:04

本文选题：角色扮演　切入点：虚拟社会　出处：《江西师范大学》2011年硕士论文

【摘要】：随着全球网络化的脚步向前迈进,互联网游戏的不断普及以及无处不在的广告元素插入,角色扮演类网络游戏的广告植入有着异常巨大而且广阔的空间,这是一个非常值得研究的课题。目前全球有着相当数量的网络游戏,全球的固定游戏玩家数以亿计。在众多的网络游戏类型中,角色扮演类所占比重超过半数,在中国的过亿的网民当中,又有超过半数的人拥有着一个或者多个网络游戏的角色,青少年在网络玩家中的比例也超过了60%。中国的游戏市场非常火爆且发展迅猛,市场规模已经超过百亿元。然而在上述如此巨大的数据面前,游戏广告方面的数据却有点惨不忍睹了。面对如此悬殊的数据差距,该如何进行广告的植入?现有广告该如何进行调整以适应新的环境?面对完全以游戏为体验的受众,这些受众的结构是怎样的?广告又该如何来发挥他的作用?这些都是需要研究的。角色扮演类网络游戏有着其他游戏所没有的独一无二的特性。这类游戏基本都具备了完备的故事情节和近乎真实的历史环境,这是一种文化,这对于其中的广告植入既是优势也是挑战。简单说,优势就是提供了一个整体来种植广告,挑战就是如何能够实现良好的植入并产生效益。“植入品牌与故事性格的结合越紧密,品牌被精心经营的成效也越高,因此也就增强了认知效果”[1]。本文在此尝试探讨角色扮演类网络游戏中的广告植入艺术。通过受众对广告的所产生的心理活动,结合玩家对网络游戏的热衷,来探讨角色扮演类网络游戏中的广告的形式以及效果,尝试宣扬一种“广告即生活”的想法,讨论把广告与游戏这样的虚拟生活结合起来,目的是消除现有广告的某些局限和弊病,比如受众的抵制心理,让受众在不知不觉中快乐的去接受甚至是主动去宣传。注重广告对于青少年的生理和心理导向作用,宣扬健康、积极、乐观的向上态度,引导青少年形成科学正确的生活方式。
[Abstract]:With the step forward of the global network, the popularity of Internet games and the insertion of ubiquitous advertising elements, the placement of role-playing online games has a huge and broad space. This is a topic worth studying. There are a considerable number of online games around the world, hundreds of millions of fixed gamers around the world. More than half of the many types of online games are role-playing. More than half of China's more than 100 million Internet users have one or more online game characters, and more than 60 percent of online players are teenagers. China's gaming market is booming and growing rapidly. The market is already worth more than 10 billion yuan. But in the face of such huge numbers, the numbers on game advertising are a bit ghastly. In the face of such a wide gap in data, how to carry out the placement of advertising? How can existing advertising be adapted to the new environment? What is the structure of these audiences in the face of a completely game-experienced audience? How can advertising play its role? These are all things that need to be studied. Role-playing online games have unique features that other games don't have. These games basically have complete storylines and near-real historical environments, which is a culture. This is both an advantage and a challenge for advertising. In short, the advantage is to provide a whole to grow advertising, and the challenge is how to achieve good implants and produce benefits. "the closer the implant brand is to the character of the story," he said. The more the brand is carefully managed, the better the cognitive effect is. "[1]. This paper attempts to explore the art of advertising placement in role-playing online games. Combining players' enthusiasm for online games, this paper discusses the form and effect of advertisements in role-playing online games, tries to promote the idea of "advertising is life", and discusses the combination of advertising and virtual life such as games. The aim is to eliminate some of the limitations and drawbacks of the existing advertisements, such as the resistance of the audience, so that the audience can happily accept or even proclaim it unconsciously. Pay attention to the physiological and psychological guiding role of advertising to teenagers, and promote health. Positive, optimistic upward attitude, guide young people to form a scientific and correct way of life.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：TP393.09

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