影视植入式广告之审美研究

发布时间：2018-09-13 06:13

【摘要】： 本文从美学的角度,结合广告学、传播学、文化学理论对以电影、电视为载体的广告形式——植入式广告进行了探讨,并结合相应的广告案例对影视中植入式广告的呈现方式、审美特征及审美意境进行了分析,进而对影视植入式广告受众的审美接受心理进行了透视。文章考察了植入式广告兴起的原因、背景,以及它与传统广告相比具有的优势。通过对国内外文献的检索与梳理,分析比较,对影视植入式广告的准确涵义、自身特征、发展历程等基本要素进行了阐述。影视植入式广告主要有道具植入、对白植入、角色植入和情节植入等植入形式,富有其独特的审美特征。影视植入式广告具有实用性广告的功利性,同时,它的艺术创作、艺术欣赏富有情感性,能使消费者在了解产品信息的同时,获得精神愉悦。影视植入式广告的意境主要通过营造艺术氛围,使受众在强烈的情感体验中产生对产品或品牌的亲和感,心悦诚服地接受产品信息。影视植入式广告的传播载体、融入的节目内容与产品定位、品牌形象有较高的关联度,不仅能达到预期的传播效果,更具有意境美,给受众以美的享受。在影视植入式广告传播中,受众不是被动地接受,而是主动地用自己的审美观去积极能动地影响植入式广告创作者的创作模式。分析影视植入式广告受众的审美心理,旨在挖掘消费时代的受众对影视植入式广告产生好感的深层次原因,它证明影视植入式广告的传播是符合大众审美趣味的。研究影视植入式广告的受众接受,关键就是把功利性与审美性统一起来,尊重受众,以人为本。本研究的理论价值在于较为系统地从美学视角对影视植入式广告进行了梳理,对国内植入式广告研究水平不高的现状,做出有意义的探索;阐述关于影视植入式广告的方法论意义。在此基础上,对如何使影视植入式广告获得美感,如何有效地传播品牌等问题从审美创新方法论的高度进行了论述,为广告商在影视植入式广告的合理应用方面提供创新性的意见和有益的借鉴。
[Abstract]:From the point of view of aesthetics, combining the theory of advertising, communication and culturology, this paper probes into the advertising form of the film and television as the carrier, and combines the corresponding advertising cases to discuss the presentation of the embedded advertising in the film and television. The aesthetic characteristics and aesthetic conception are analyzed, and then the aesthetic acceptance psychology of the audience is analyzed. This paper examines the reason and background of the emergence of implantable advertising and its advantages compared with traditional advertising. By searching and combing the literature at home and abroad, this paper analyzes and compares the basic elements of the film and television placement advertisement, such as its exact meaning, its own characteristics, its development course and so on. Film and TV placement advertising mainly includes props implantation, white implant, character implantation and plot implantation, which has its unique aesthetic characteristics. Film and television placement advertisement has the utility of practical advertisement, at the same time, its artistic creation, art appreciation is full of emotion, can make the consumer know the product information at the same time, obtain spiritual pleasure. The artistic conception of film and television placement advertising mainly through creating an artistic atmosphere, so that the audience in a strong emotional experience to produce a product or brand affinity, receptive to the product information. The communication carrier of film and television implantable advertisement, the program content and the product orientation, the brand image have the high correlation degree, not only can achieve the anticipated communication effect, but also have the artistic conception beauty, and give the audience the enjoyment of the beauty. In the film and television placement advertising communication, the audience is not passively accepted, but actively influences the creative mode of the implantable advertisement creators with their own aesthetics. This paper analyzes the aesthetic psychology of the audience of the film and television implantable advertisement in order to excavate the deep reason why the audience in the consumer age has favorable impression on the film and television implantable advertisement, which proves that the spread of the film and television implantable advertisement is in line with the aesthetic taste of the public. The key to study the audience acceptance of film and television placement advertisement is to unify utilitarianism and aesthetics, respect the audience and put people first. The theoretical value of this study lies in the systematic analysis of film and television placement advertising from the perspective of aesthetics, and makes a meaningful exploration on the current situation of the domestic implantation advertising research level. This paper expounds the methodological significance of film and television placement advertising. On the basis of this, this paper discusses how to make the film and television implantable advertisement obtain the aesthetic sense, how to spread the brand effectively from the height of the aesthetic innovation methodology. To provide innovative advice and useful reference for advertisers in the rational application of film and television placement advertising.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8

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