【作者】 白莹莹；

【导师】 禹建湘；

【作者基本信息】 中南大学 ， 传播学， 2011， 硕士

【摘要】 围绕自制偶像剧植入式广告这一主题,在论述了自制偶像剧植入式广告的发展原因、表现形式的基础之上,剖析了自制偶像剧植入式广告所特有的传播机制和功效,针对目前的发展问题,提出了切实可行的发展建议,以进一步提高自制偶像剧植入式广告的传播效果。第一部分,论述了自制偶像剧植入式广告的发展原因。首先,传统电视广告自身传播生硬,加之在传播过度的信息环境下,受众对广告的抵触情绪日益明显,这使得传统电视广告的吸引力不断减弱。其次,由于政策的限制和新媒体的冲击等因素,传统电视广告的发展空间萎缩。再次,自制偶像剧植入式广告具有一些独特的优势,集中表现为曝光率高、到达率高和性价比高,故深受广告主的喜爱。第二部分,总结了自制偶像剧植入式广告的表现形式。从呈现方式的角度可以分为细节植入、主线植入和背景植入等方式；从植入深度的角度可以分为简单植入、整合植入和焦点植入等方式；从植入付出的角度可以分为免费植入、实物补偿植入和付费植入等方式。第三部分,剖析了自制偶像剧植入式广告的传播机制。第一,植入式广告与自制偶像剧的目标受众群是一致的。第二,自制偶像剧的明星效应可以诱发植入式广告的受众产生模仿和购买行为。第三,植入式广告与自制偶像剧是被受众同时接受的。第四部分,分析了自制偶像剧植入式广告的功效。首先,通过优化品牌传播方式、构建和谐完备的品牌意义网络等途径,它有效地扩大了商品品牌的传播效果。其次,从自制偶像剧投资风险的降低、质量的提高和产业链的完善等角度看,它很好地带动了自制偶像剧的发展。最后,提出了自制偶像剧植入式广告的发展建议。从植入载体的角度看,电视台必须打造高品质的自制偶像剧。从植入观念的角度看,需要从植入向融入转变。从植入方式的角度看,要力求广告的创意性植入。从营销策略的角度看,整合营销策略可以有效延伸广告价值。更多还原

【Abstract】 Around the theme of product placements in the homemade idol TV series, the paper discusses the reasons for the development and various forms as a basis, then, analyzes the transmission mechanism. For the current development issues, the paper puts forward practical and feasible development proposals so that product placements in the homemade idol TV series can produce better communication effects.The first part discusses the reason why product placements in the homemade idol TV series quickly develop. First, in the time of excess information, audiences’resistance to advertisements becomes increasingly evident and the communication ways of traditional TV advertising is stiff, so the attention of audiences is rare for advertisements. Second, for the policy constraints and the impact of new media, the room for growth of traditional TV advertising is becoming smaller and smaller. Third, the product placements in the idol TV series have its own advantages, which mainly reflect in high visibility, high arrival rate and cost-effective.The second part summarizes various forms of product placements in the homemade idol TV series. According to the presentation manner, there are details-placement, mainline-placement, back ground-placement; According to the depth of placement, there are simple placement, integrated placement and focus placement; According to the perspective of placement, there are free placement, in-kind compensation placement and paid placement.The third part analyzes the transmission mechanism of the product placements in the idol TV series. First, the audiences of the product placements are the same as homemade idol TV series’. Second, star effect of homemade idol TV series can lead audiences to imitate and produce purchase behaviors. Third, the product placements and homemade idol TV series are accepted in the same time by audiences.The forth part analyzes the significances of the product placements in the homemade idol TV series. On one hand, by the way of improving methods of brand communication and constructing harmony and complete network of brand meaning, it effectively improves the fame and reputation of products. On the other hand, from the reduction of investment risk, quality improvement and perfection of the industrial chain, it has positive influences on the medium and promotes the development of the homemade idol TV series.The last part proposes development suggestions for the product placements in the homemade idol TV series. From the placement medium, television stations must create highly-quality homemade idol. Form the placement ideas, implantation needs be changed to integration. Form the placement manners, the product placements are made creatively. Form the marketing strategy, Integrated Marketing Communication is a good way to enhance the value of product placements.更多还原