电视脱口秀节目的植入式广告分析word论文.docxVIP

电视脱口秀节目的植入式广告研究摘要广告已成为人们日常生活不可缺少的一部分，随着信息时代的到来，人们面临越来越多的选择，注意力也在逃离，传统广告功力正日渐削弱，因而植入式广告开始受到广告主和媒体的青睐。新技术、新媒体的发展，给植入介质和植入方式带来了新的突破和创新。但是伴随着植入式广告市场的快速发展、受众媒介意识的逐渐提升，植入广告的发展遇到了瓶颈，植入的方法和技巧略显固化，观众开始对生硬的植入式广告感到不满和抗拒。电视脱口秀节目凭借其表现形式的多元性、话题设置的广泛性和时新性，可以巧妙地将广告信息融入节目之中，把广告包装成节目的一部分，再通过策划人员精心的策划、合理的故事情节铺陈和多样化的表现手段，可以让观众顺理成章的接受广告信息，因而成为一个优秀的植入广告载体。本文主要研究电视（视频）脱口秀这一节目形式可承载的植入广告空间，以及植入模式的创新，以《天天向上》作为样本进行内容分析，力图探讨如何使内容生产和广告信息能够无缝融合。关键词：脱口秀；植入式广告；天天向上ASTUDYONPRODUCTPLACEMENTINTVTALKSHOWABSTRACTWiththeweakeningofthetraditionaladvertisingcapability,advertisersandmedias increasinglygetfavorofproductplacement,withthedevelopmentofnewtechnology, newmedia,productplacementhaswentthroughalotofbreakthroughs.Thewayof plantedhasinnovated.Butwiththerapiddevelopmentofproductplacementmarket, andtheenhanceofaudienceconsciousnessofmedia,thedevelopmentofadvertising encounteredbottleneck,slightlycuringmethodandskill.Theaudiencefeeldiscontent and resistanceto blunt product placement. And talk shows on the form ofuniversalityof diversity,topic,updatethestylishsex,canskillfullyincorporatedintheprogram,the advertisinginformationpartofthewrapadvertisingasaprogram,throughthe reasonablestory,lettheaudiencewouldacceptadvertisinginformation,sobeagood advertisingcarrier.Intheprocessofimplantation,advertisersandmedianeedtobe two-waychoice,ensureconsistentadvertisingbrandessenceandtalkshow,toreachthe targetaudiencemoreeffectively.Toadopttheappropriatemethodcombiningprogram processandbrandmarketing,willformtheeffectiveadvertisingcommunication.This papermainlystudiesshowthataprogramcancarryadvertisingspace,anditsmodelof innovation, analysis themodelof“DayDayUp”, from theperspectiveofcontent productionandadvertisingintegrationtoexploreproductplacementinChineseTVtalk show today.KEYWORDS:TalkShow, Product Placement, DayDayUp目录摘要...............................................................IABSTRACT...........................................................II目录..........................................................I