影视剧植入式广告对消费者行为的影响.PDF

晴天小组 消费者行为学小组调查报告 影视剧植入式广告对消费者行为的影响 组别： 晴天小组 成员： 袁征 王怡淳 钟益明 刘倍晴 林明皓 2016 年11 月 1 晴天小组 影视剧植入式广告对消费者行为的影响 【摘要】随着科技的不断发展，电视剧早期用以维持制作费用的传统式广告很有 可能会被各种插件或会员过滤，同时随广电总局所发布的 “17号令”实施后使 得传统广告的可播放时间被强制缩短。因诞生了一种新的广告形式——植入式广 告。早在20世纪80年代，植入广告就渗入美国电影、电视和电子游戏中，而在 中国植入式普遍出现于影视剧及娱乐节目中，因此影视剧中夹杂着各种参差不齐 的植入式广告，其中不少的植入性广告因影响观影或不当植入而备受争议。本文 从四个角度，即群体特征的影响因素、产品特征的影响因素、影视剧的特征以及 代言人的影响力，通过访谈与问卷的形式以大学生为研究对象，分析出大学生对 影视剧中植入性广告的选择、形式等的看法及其影响。 【关键词】大学生 植入性广告 消费者行为 2 晴天小组 Abstract Along with the ceaseless developments of the technology, TV dramas has already expanded to the next level which could change it from single TV drama to an online TV drama which you can always search for it on the internet by your phones, computers, tablets and so on with all the electronics with a screen and a browser. Traditional patterned advertisements in the early times to maintain the production fees had a bigpossibilitytobeignoredwithvariousprogramsandbymostVIPmembers, simultaneously with the published implement from the main broadcast th called “17 verbalcommand”hasbeen forced to shorten the playtime of traditional patterned advertisements. So they could have achieved more “created incomes” and a much better “advertisement effects”. The advertiser and the broadcast have opened up a brand new style of advertising form called Product Placement. ProductPlacement isconductedasa kindofadvertising form. Ithasbeen penetratedintoAmericanmovies,televisionshowsandelectronicagrap