毕业论文—适合于市场营销专业群.doc

XX大学商学院 本科生毕业论文 论文题目 中外影视植入广告的对比分析 姓 名 XX 专业名称 市场营销 年 级 2011级1班 学 号 20110000001 指导教师 XXX 成绩评定 优秀 ? 2014年 2 月 20 日 商 学 院 制 中外影视植入广告的对比分析 Comparative analysis of Chinese and foreign film and television ads 以及中国“植入式营销”创新方式研究 [Abstract] in todays era of rapid development of market economy, market competition is more intense, whether large enterprises strong foundation, is still in the transition period of development of small and medium-sized enterprises, in the development of new products to meet market demand, at the same time in the market development has also made a big fuss, marketing and innovation. In the consolidation of existing traditional sales channels at the same time, with the rapid development of movie, TV drama industry, domestic and foreign enterprises have begun to use film, TV ads for publicity and promotion of products. In recent years, the film TV series, nearly two years the enterprise advertising implant phenomenon is the rapid increase. But compared China movies, TV series and many foreign countries and regions in Europe and America movie, TV series, most enterprises China implanted advertising is not mature enough, to give the audience a very direct, rigid impression, but let the product and the enterprise image greatly. In the face of this situation, I will be on the foreign movies, TV ads are compared and analyzed, on the basis of the research of embedded advertising creativity. 【关键词】电影、电视剧 广告植入 对比 创新方式 研究 【keyword】of movie, TV advertising implanted comparative innovation ）把产品及其服务具有代表性的视听融入影视或舞台产品中的一种广告方式，给观众留下相当的印象，以达到营销目的） 2、植入广告运作模式 （三）影视呈现广告的方式概述 植入式广告即有“润物细无声”的特点，那么它就必须借助于一个载体，而这个载体就是我们所说的呈现方式。目前最常见的有以下几种方式： 1、场景植入 场景植入是让商品的品牌标识或者商品本身，在影视剧等媒体中，出现在故事的某一部分，某一特定场景中，成为其组成的一部分。例如在近期热播的电影《北京爱情故事》中，在电影一开场，陈思成、王学兵驾驶凯迪拉克ATS酷炫出场，一分半钟