植入式廣告研究——從《奮斗》中的植入式廣告說起

文化產業管理論文編號:WHCY045 論文字數:12413,頁數:18 附任務書,開題報告,外文翻譯,文獻綜述

目錄
1 緒論 1
1.1植入式廣告概述 1
2 中國植入式廣告市場概述 1
2.1植入式廣告在電視媒體中興起的原因 1
 2.1.1電視廣告市場整體增長放緩 2
 2.1.2傳統廣告方式面臨發展瓶頸 3
 2.1.3其他原因 4
3 植入式廣告的分析與展望 5
3.1從《奮斗》中的植入式廣告說起 5
 3.1.1明星效應 5
 3.1.2品牌與電視劇的內容與目標受眾吻合 5
 3.1.3符合情節，深度植入 6
 3.1.4影片第一，廣告第二 6
 3.1.5堅持本土化 7
3.2植入式廣告的硬傷 7
 3.2.1品牌適用范圍小 8
 3.2.2植入式廣告不適合深度說服 8
3.3中國植入式廣告市場環境有待發展之處 8
 3.3.1專業植入式廣告中介的缺失 8
 3.3.2定價標準缺失 9
 3.3.3中國植入式廣告產業鏈正在形成，但缺乏支持平臺 9
3.4植入式廣告與中國電視劇產業合作的新模式探討 10
 3.4.1按“季”播放制作電視劇為植入式廣告市場帶來的新機遇 10
 3.4.2更高質量的電視劇，更豐富的廣告植入機會 10
 3.4.3更精準、更穩定的廣告目標受眾群 10
 3.4.4更有利于整合植入式廣告與線下配套活動 11
4 結論 12
致謝 13
參考文獻 14

 摘要：植入式廣告，也可以稱為隱性廣告，與傳統的顯性廣告是相對的，植入式廣告可以植入到電視劇、電影、舞臺劇、晚會、游戲雜志、報紙等一切傳播媒介甚至公共環境中，由廣告商付費，之后通過策劃，使廣告與這些被植入的對象融為一體，使受眾在沒有意識到或者不唐突的情況下，向其傳遞產品、品牌符號等信息，以達到廣告商想要的效果。在中國傳統廣告市場發展速度大幅縮水的今天，植入式廣告逐漸興起，憑借其相對低廉的成本與良好的效果得到廣告商的青睞。在電視廣告市場中，一個成功的植入式廣告案例，需要滿足有明星效應、深度植入、植入本土化、準確定位目標受眾等等條件。但不可否認，植入式廣告不是完美的，品牌適用范圍小、不適合深度說服是其硬傷，同時中國的植入式廣告市場環境還不完善，缺少專業植入式廣告中介，定價標準缺失，同時也沒有形成一個有力的支持平臺。在未來的電視廣告市場，改變電視劇產業傳統播放制作模式，嘗試以“季”為單位來播放制作電視劇不失為發展中國植入式廣告市場大環境的一個良好的選擇。
 關鍵詞：植入式廣告；電視廣告市場；目標受眾；“季”
 
 
 SPEAKING FROM THE PRODUCT PLACEMENT IN “THE STRUGGLE”
 ABSTRACT:Product placement, also known as hidden advertising, traditional advertising is relative dominance, product placement can be implanted into the TV series, movies, stage plays, parties, games magazines, newspapers and all media and even public environment, paid by the advertisers, then by planning to make advertising and integration of these targets are implanted so that the audience did not realize or unobtrusive in the case, its transmission products, brand symbols and other information to advertisers to reach the desired effect. In traditional Chinese advertising market has shrunk significantly speed the development of today's product placement was on the rise, with its relatively low cost and good results are advertisers of all ages. In the television advertising market, a successful product placement cases, need to meet a star effect, the depth of implantation, implant localization, target your audience more accurately the conditions. Undeniably, product placement is not perfect, small range of brands, not suitable for the depth to convince its Mishaps, while China's market environment, product placement is not perfect, the lack of intermediary professional product placement,lack of pricing standards and also did not form a strong support platform. TV advertising market in the future, to change the traditional broadcast TV industry, production mode, try to "season" for the unit to play produced a drama after all the development of China's advertising market environment implanted a good choice.
 Key words: product placement; TV advertising market;target audience; “season”