浅谈关于系列电影中植入式广告的运用,植入式广告论文.doc

浅谈关于系列电影中植入式广告的运用,植入式广告论文 摘 要? 伴随着传播渠道的复杂化，传统广告的威力已经逐渐式微。正在这个时候，植入式广告以其独特的魅力吸引着消费者，而且每年还以数百亿的增长速度在全球发展起来。其中植入式广告在电影中的使用发展地十分成熟，并出现相关的理论研究。《007》系列电影利用植入式广告，为宝马、欧米茄、阿斯顿-马丁等品牌树立了良好的市场，表现出《007》系列电影中的植入式广告运用中存在优势。本文主要针对植入式广告的现状及前人研究的成果，反观系列电影《007》中植入式广告的运用。通过对《007》系列电影中的经典植入式广告片段进行分析，得出其不同品牌类别不同的植入手法及含义传达，并总结了《007》系列电影中植入式广告的优势公式：好的载体+良好本论文由无忧论文网整理提供情节结合+赋予购买欲望+承传性使形象??面。根据该公式，提出了植入式广告在影视节目应用的注意事项，为制片商和广告从业人员提供了植入式广告的应用帮助。 ? 关键词：植入式广告；传统广告；《007》系列电影；品牌含义传达； Study the use of a series of film’s Product Placement ——using the series of films for example ABSTRACT ? Along with the complexity of communication channels, the power of traditional advertising has been a gradual decline. At this juncture, the Product Placement with its own unique charm to attract consumers. Moreover, tens of billions each year to the growth rate in the developed world. The film implanted in advertisements which use development to mature, and there related theoretical research. series of films using implanted advertising for BMW, Omega, Aston -Martin brands such as Aspen, establishing a good market. Show series of films of the use of Product Placement edge. This paper mainly deals with the status quo and implanted advertising the results of previous studies. But the film series Product Placement using. Of the classic movie series implantation advertising fragment analysis to its different brands and types of implants means to convey meaning. And summing up the series of films Product Placement the advantages of the formula :The plasmid + Good combination of circumstances+ Given the desire to buy + Inheritance allows full image . According to the formula, the application of implantable attention to advertising in television programs, as a filmmaker and advertising practitioners in the application of implantable advertising help. ? Key words: Product Placement; Traditional advertising; series of films; Brand meaning convey? ? 目? 录 ? 1. 绪论--------------------------------------------------------------