浅析隐性广告对传统广告活动主体的影响.pdfVIP

摘 要 本文主要描述了隐性广告的发展历史、现状和趋势，并结合实例进一步揭 示隐性广告的运作过程。集中探讨在隐性广告这个机遇与挑战并存的新兴市场 中，隐性广告对处于广告活动中的各个相关主体的现实影响，并相应的提出应 对之策。隐性广告的出现，也是对传统广告理论的一次突破。隐性广告的传播 手段虽然在实质上与传统广告，并没有显著的区别，但在广告思维和理念上有 较大的不同和创新。这种新的广告模式的出现和发展，必将对现有的广告格局 产生影响，任何广告主体都将在这个新市场中有所得并有所失。这就是说传统 广告活动主体要想适应这个新的市场环境并有所作为，问题的关键仍在于是否 能适当改变原有的广告理论体系的束缚，并更新单调的广告操作手法。本文在 论述中，始终将各个主体的利益，尤其是广告主的利益放在首位，来确保各个 主体都有自信和动力在这场盛宴中寻找恰当的位置。这样才能实现广告环境的 生态化，实现各个主体的共存共荣，进而促进广告事业的健康发展。 关键词：隐性广告；广告主；广告公司；广告媒体 Abstract The text mostly describes the development history, actuality and trend of the product placement. Moreover, I show up the operation process of the product placement with the examples. In this new market of the product placement, I focus to discuss the influence of the product placement to the principal part of traditional advertising activity, and put forward the corresponding countermeasures. The emergence of the product placement is a breakthrough to the theory of tradition advertisement. Although communication measures of the product placement have no difference with traditional advertisement virtually, it has biggish distinctness and innovation in the advertising thought. The emergence and development of the new advertising pattern surely has influence on the existing advertising situation. Any principal part of the advertising activity will have some gain and lose in the new market. That is to say, if the principal part of the traditional advertising activity want to make a success in the new market, the key to the problem still consist whether they