影视植入式广告在品牌传播上的价值研究

发布时间：2018-12-08 07:58

【摘要】：席卷全球的金融危机对各品牌的广告传播产生重大影响,传统媒体广告营销成本居高不下、广告效果每况愈下,在这种局势下,植入式广告作为一种精准有效的新营销方式,迅速获得了品牌商们的青睐。其中影视剧是植入式广告的主要载体,这两年以及其迅猛的态势发展。那么,植入式广告的价值到底在哪里呢它是仅仅作为一种新型媒介的延伸,扮演角色等同于传统媒介呢还是在品牌传播上有独特的价值呢本论文即是基于这个研究背景进行,探寻这种新型广告方式在品牌传播上的价值所在。本篇论文的研究目的有三:一是系统梳理中国的影视植入广告的现状与问题所在;二是研究这种新型的广告形式在品牌传播上究竟有何特殊的价值;三是针对植入式广告的特性和对品牌传播的价值表现特性提出一些植入建议。本论文的研究方式主要以文献研究法和案例分析法为主,结合一些专业媒介研究机构进行的调研数据进行二次分析,综合得出自己的结论。研究得出的主要结论是:中国的植入式广告最大的误区是,将影视剧简单作为传统广告方式的又一延伸,而没有认识到植入式广告对品牌文化的传播优势。影视植入式广告对品牌营销的独特价值应该是——它为品牌建立了一个和谐、完备的符号体系。对植入式广告的主要建议是:品牌商需要与影视剧制作方更加紧密的合作,更多的追求品牌内涵的表现方式,而非单纯的品牌符号的展示。品牌商在进行植入式广告的计划中,需要做到三个步骤:一是品牌研究,要总结出品牌核心内涵,即在影视作品中表现出来的符号意义;二是消费者研究,在这个基础上才能明晰自身的品牌定位及植入技巧选择;三是影片分析,即对影片的基调和情节进行分析,挑选适合品牌气质的影片及情节进行设计。总之,影视植入式广告会成为品牌传播的一个重要利器,需要智慧的对待。
[Abstract]:The global financial crisis has a significant impact on the advertising communication of various brands. The traditional media advertising marketing costs remain high, and the advertising effect is getting worse. In this situation, the implantable advertising as a precise and effective new marketing method, Quickly won the brand's favor. Film and TV play is the main carrier of implantable advertising, these two years and its rapid development. So, where is the value of implantable advertising? is it merely an extension of a new type of medium, the role being equated with traditional media, or is there a unique value in brand communication? this paper is based on this research background. Explore the value of this new way of advertising in brand communication. The purpose of this thesis is three: one is to systematically comb the present situation and problems of film and television placement advertising in China, the other is to study the special value of this new advertising form in brand communication. The third is to put forward some suggestions on the characteristics of implantable advertising and the value characteristics of brand communication. The main research methods of this paper are literature research and case analysis, combined with the research data of some professional media research institutions to carry on the secondary analysis, and draw their own conclusion synthetically. The main conclusion of the study is that the biggest misunderstanding of Chinese implantable advertising is that the film and TV drama is simply taken as another extension of the traditional advertising mode, without realizing the superiority of implantable advertising in the dissemination of brand culture. The unique value of film and television placement advertising to brand marketing should be that it establishes a harmonious and complete symbol system for brand. The main suggestion of the placement advertising is that the brand should cooperate more closely with the producers of the film and TV series and pursue the expression of brand connotation rather than the display of the brand symbol. In the planning of implantable advertising, brand merchants need to do three steps: first, brand research, to sum up the core connotation of the brand, that is, the symbolic significance in the film and television works; The second is consumer research, on the basis of which we can make clear their brand positioning and the choice of implantation skills; third, film analysis, that is, to analyze the tone and plot of the film, select the suitable brand temperament of the film and plot design. In short, film and television placement advertising will become an important weapon of brand communication, need wisdom.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8;F273.2

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