《探究影视剧中植入式广告的不足和解决之道叶晓琴.docVIP

探究影视剧中植入式广告的不足和解决之道 广告策划与营销专业 叶晓琴 指导教师：朱冰 【摘要】当今社会，人们时时刻刻都在受到广告的“侵扰”，传统的四大媒体广告、新兴的各种平面、电子广告就像影子一样“伴随”在人们的左右。当传统广告的传播效果受到越来越多的质疑的时候，广告精英们和影视导演另辟战场，通过将产品信息渗入到电影中的形式，创造出一种新型的广告运作模式——植入式广告。与传统的贴片广告相比，植入式广告以其隐蔽性、策略性更加受到商家的推崇，也无疑为广告商们提供了绝好的机会。本文主要研究影视剧中植入式广告在实际运用中的不足之处和优秀的地方加以补充和发扬，探寻国内影视剧植入式广告的发展之路，促进我国广告业的发展，这才是对现实有指导意义的研究。 【关键字】植入式广告 国产电影 品牌 受众 植入式广告的运用 Inquiry into advertising and the lack of a solution Academy of Humanities and Social Council planned advertising and marketing:Ye Xiaoqin Instructor:Zhu Bing 【Abstract】Todays society, people have always been ad in the harassment, the four traditional media advertising, emerging various print and electronic advertising is like a shadow, like with the peoples around. When the effects of the spread of traditional advertising are more and more questionable, advertising and video director elite separate battlefields, through the infiltration of product information in the form of the film, to create a new advertising mode of operation - Implantable Ad. With the traditional patch compared advertisement, the implantation of its hidden nature-based advertising, more strategic by the respected businessmen, but also for advertisers undoubtedly provide a unique opportunity. In this paper, film and television drama major research into advertising in the practical application of the inadequacy of the local and excellent to add to and develop, explore the domestic film and television drama embedded advertising development, promote the development of Chinas advertising industry, this is the The reality of guiding significance to the study. 【Keywords】Implantable ads Domestic films Brand Audience The use of implantable ads. 1.前言 随着社会的发展，眼花缭乱的常规广告不再吸引消费者的眼球。广告主每天都在思考：如何花更少的广告费用吸引消费者的眼球，从而达到产品或者品牌被广泛认知，让品牌的价值最大化。 而植入式广告可以作为传统广告的补充，巧妙地把商品与剧情联系在一起，容易在潜移默化中被消费者接受。由于消费者接受信息处在零对抗的状态。而且让生活场景和状态融合在一起，容易争取观众的品牌好感，品牌以及信息记忆度会更高，甚至能够形成一段时期的流行。 植入式广告(Product Placement)又称植入式营销(Product Placement Marketing)，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