传播学视野下的植入式广告研究

发布时间：2019-03-21 16:43

【摘要】：植入式广告,已经不是一个新兴的概念,以其隐蔽性、渗透性的特点正无孔不入触及到受众的生活,与多种载体一起逐渐融入受众的现实生活。同时,植入式广告的发展为品牌传播带来了新的机遇。本文立足于国内外对植入式广告的学术研究,主要以传播学理论为视角阐述植入式广告,采用理论分析、文本分析法和问卷调查法三者相结合的研究方法,对植入式广告的理论、操作个案和广告效果进行从理论、操作和效果三个方面对植入式广告进行验证分析。本文第二部分根据已有的研究文献阐述,对植入式广告国内外研究进行梳理,通过已有的文献和研究成果归纳已有的研究方法和结论。国内学者对植入式广告研究虽然很多,但大多只描述其现状,根植于传播学理论解析植入式广告个案和受众影响的研究却很少涉及。在已有研究的文献综述基础上,本文第三部分以理论分析为主,阐释了植入式广告的传播模式、名人效应、拟态环境、符号的象征意义和整合营销传播理论几个方面对植入式广告效果的影响。第四部分操作层面,运用文本分析法,以《一起来看流星雨》为研究样本,与第三部分所述的植入式广告传播模式结合,从传播者和植入载体的角度进行文本分析,从传播者和植入载体的角度,分析植入式广告具体运作的关键因素,探讨整合传播如何支撑植入式广告的效果最大化。第五部分从效果层面,通过问卷调查和设计,检验植入式广告对受众的认知、态度和行为上的传播效果。研究发现,植入式广告对于受调查者认知层面的注意、记忆、理解的影响比较明显,对其态度的影响没有明显变化,对其行为的影响甚微。
[Abstract]:Implantable advertising is no longer a new concept, because of its concealment and permeability, it is touching the life of the audience all the time, and gradually integrates into the real life of the audience with a variety of carriers. At the same time, the development of implantable advertising brings new opportunities for brand communication. This paper is based on the domestic and foreign academic research on placement advertising, mainly from the perspective of communication theory to explain the placement of advertising, using theoretical analysis, text analysis and questionnaire survey of the three research methods, This paper validates and analyzes the theory, operation case and effect of placement advertising from three aspects: theory, operation and effect. The second part of this paper, based on the existing research literature, combed the domestic and foreign research on placement advertising, and summarized the existing research methods and conclusions through the existing literature and research results. Although there are a lot of researches on implantable advertising in our country, most of them only describe its present situation, but the research based on the theory of communication to analyze the case and audience influence of implantable advertising is rarely involved. On the basis of the literature review, the third part of this paper mainly focuses on the theoretical analysis, explaining the propagation mode, celebrity effect and mimicry environment of the implantable advertisement. The symbolic meaning of symbol and the influence of integrated marketing communication theory on the effect of implantable advertising. In the fourth part, the text analysis method is used to analyze the text from the point of view of the propagator and the implanted carrier, taking the meteor shower together as the research sample, combining with the dissemination mode of the implantable advertisement mentioned in the third part. From the point of view of communicator and implanted carrier, this paper analyzes the key factors of the concrete operation of implantable advertising, and discusses how integrated communication can maximize the effect of implantable advertising. The fifth part from the effect level, through the questionnaire investigation and the design, the test implantable advertisement to the audience cognition, the attitude and the behavior dissemination effect. The results showed that the effects of implant advertising on the cognitive attention, memory and understanding of the subjects were obvious, but the influence on their attitudes was not significant, but the influence on their behavior was very little.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G206;F713.8

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