【作者】 李佩兰；

【导师】 彭逸林；

【作者基本信息】 重庆大学 ， 传播学， 2009， 硕士

【摘要】 植入式广告是指将产品或品牌以及其代表的视觉符号、甚至传统广告片策略性地融入电影、电视、报纸、杂志、网络游戏、手机短信、小说等各种媒介内容中,通过场景的再现,让观众留下对产品及品牌的印象,继而达到营销的目的一种营销方式。从本质上来讲,它其实是一种寄生于媒体之上,与媒体深度融合的一种营销方式。并且,由于近年来传统电视广告时间被巨大的压缩,广告硬性资源减少;新技术、新媒体的出现也导致了受众逃离与跳空传统广告时段等原因,使广告主开始寻求新的比传统插播广告性价比更高的演绎平台,植入式广告以其自身具有的非对抗性、“润物细无声”的隐蔽性、以及强制接收等传播特征,嵌入到节目和影视剧中,从而获得了很好的传播效果。近年来,中国植入式广告所选择的媒体已经开始从电影延伸到到电视,并且电视媒体因其较短的生产周期等优势逐渐成为植入式广告传播的主要平台。而作为电视产业重要组成部分的电视剧产业,更是植入式广告融入的绝佳平台。特别是近年来《奋斗》、《丑女无敌》等电视剧中植入式广告的成功实施,为植入式广告在电视剧产业中的运用提供了新的思路。本文中以2008年湖南卫视热播的电视剧《丑女无敌》作为研究案例,着重分析了其产业模式及其所运用的植入式广告策略等,并进一步探讨了植入式广告与中国电视剧产业的合作模式,以求为今后中国电视剧植入式广告的良好运作提供理论借鉴和支持。最后,本文运用CTR媒介智讯的植入式广告价值评估模型,对《丑女无敌》中植入式广告价值和传播效果进行了评估。大量植入式广告的成功实践已经证明这种新兴的广告模式相对于传统插播广告而言有着更大的优势和更广阔的发展前景,它的兴起必将为中国电视剧产业带来新的机遇及更深刻的影响。更多还原

【Abstract】 Product Placement is a form of marketing strategies, where products, brands, and representative visual signs, even the traditional advertisements are placed in various media contexts, such as movies, television plays, newspapers, magazines, Internet video games, mobile phone texts, novels, etc. Through the reproduction of the context, the audience could obtain the impression of the products and brands, thus to realize the marketing goals. Essentially, product placement is one marketing method which deeply roots on and integrates with the medium. Additionally, traditional TV advertising time amount has been under a huge compression in recent years; advertising resources has been greatly reduced; the emergence of new media and new technologies has also enabled the audience to escape from the traditional advertisement; traditional advertising period could also be skipped by the audience. Consequently, advertisers start to seek a new and more cost-effective marketing platform than the traditional advertising. Product placement can be effectively implanted into the television programs and films to achieve the expected communication effects with its non-confrontational, subtle, as well as compulsory communication characteristics. Its mechanism works in the way of moisturizing things in silence to realize its marketing purpose.In recent years, the choice of the medium by product placement has been extended from film to television programs in China. The medium of television has become a main channel for product placement for its relatively short production cycle and other advantages. As the crucial part of television industry, the television plays are the perfect communication platform for product placement. Especially, the successful implementation of the product placement in those popular TV plays, such as "the struggle", "Invincible Ugly", have broadened our mind for the implantation of product placement advertisement into TV plays. This article analyzed the case of "Invincible Ugly", the hit drama broadcasted in Hunan TV Channel, and studied its industry modes and strategy of successful implantation of the advertisement. Furthermore, it also explored the cooperation pattern between product placement and Chinese TV plays in order to shed light for the future operations.Finally, the product placement value assessment model of CTR was adopted to evaluate the effects of the product placement advertising values in TV play "Invincible Ugly". Many successful facts has proved that the prosperity of product placement would bring brand new opportunity and more profound influences for Chinese TV play industry based on its more favorable advantage and more prospective prospects compared with traditional stop advertising.更多还原