国内电视剧植入式的广告.doc

PAGE 本科学生毕业论文 论文题目： 国内电视剧广告植入策略研究 学 院： 新闻传播 年 级： 专 业： 广告学 姓 名： 学 号： 指导教师： 年 月 日 PAGE I 摘要 随着时代与科技的不断发展，信息的传播渠道也越来越多样化。我国的广告业在经历了长时间的发展后，出现了植入式广告的新表现形式。这种广告表现形式将广告策略性地融入电视剧及电视节目中，让观众对产品及品牌产生深刻的印象，从而达到营销目的。然而，在这种新型的广告发展模式下，也存在着许多不足，我国当前仍处于植入式广告发展的初级阶段。本文通过探讨当前国内电视剧植入式广告发展中的不足，及阐述了植入式广告拥有的多样的表现形式，总结了电视剧植入广告过程中规避植入泛滥等现存问题。只有解决现存的问题才能提高电视剧植入式广告的质量，使之规范地效果性地发展。 关键词 电视剧；植入式广告；广告策略；创新研究 Abstract With the continuous development of the times and technology, information dissemination channels are increasingly diverse. Chinas advertising industry experienced a long period of development, the emergence of new manifestations of product placement. This form of advertising advertising strategy into TV dramas and TV, let the audience have a deep impression on the product and brand, so as to achieve marketing purposes. However, in this new type of advertising development mode, there are also many disadvantages, our country is still in the early stages of development of product placement. This paper discusses the current lack of domestic TV product placement in the development, and expounds the product placement has a variety of forms, summarizes the existing problems in flood evasion into TV ads process. Only solve the existing problems in order to improve the quality of TV product placement, to regulate the effect of development. Key words TV series; placement; advertising strategy; innovative research 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc170830563 摘要 PAGEREF _Toc170830563 \h I HYPERLINK \l _Toc170830564 Abstract PAGEREF _Toc170830564 \h II HYPERLINK \l _Toc170830565 前言 PAGEREF _Toc170830565 \h 1 HYPERLINK \l _Toc170830566 一、我国电视剧植入式广告的兴起与发展 PAGEREF _Toc170830566 \h 2 HYPERLINK \l _Toc170830567 （一）植入式广告的概念及起源 PAGEREF _Toc170830567 \h 2 HYPERLINK \l _Toc170830568 （二）我国电视剧植入式广告的兴起 PAGEREF _Toc170830568 \h 2 HYPERLINK \l _Toc170830569 （三）植入式广告的发展现状 PAGEREF _Toc170830569 \h 2 HYPERLINK \l _Toc170830570 二、电视剧植入式广告的表现形式 PAGEREF _Toc17