我国电影植入式广告变化研究分析.docVIP

PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT I 摘要 电影植入式广告无论是在现在，还是在未来，其必将是促进电影产业不断发展的重要原因之一。但是在现时代下，人们对于电影植入式广告的反感心理还大范围的存在着，中国的电影植入式广告要想博得大家的信赖和认可，能将广告完全融入到电影中，达到艺术和商业的完美结合，还需要很长时间的探索和研究。我们如果能充分把握电影植入式广告在发展中的变化，在电影中投放植入式广告时能够充分考虑到注重企业形象的塑造及产品、品牌个性，推出能够适应现时代下电影植入式广告变化的新的营销策略，那么,电影植入式广告将给我们带来的利益将会远远超与我们的想象。 关键词：电影产业；广告融入电影；电影植入式广告的变化；企业形象；品牌个性；新的营销策略 Abstract Movie implantable advertising，whether now or in the future, will be one of the important reason to promote the development of film industry continuously. But in the present，people’s aversion to the movie implantable advertising do exist extensively. It will take a very long time of exploration and research for the movie implantable advertising to gain people’s trust and recognition for its fully integration into movie to achieve the perfect combination of art and commerce. If we can fully grasp the changes in the development of movie implantable advertising, fully consider the importance of corporate image shaping and product and brand personality, and introduce new marketing strategies which adapt to present changes in development of movie implantable advertising, then, the movie implantable advertising will bring us benefits far beyond our imagination. Keywords: film industry; advertising into the movie; changes in movie product placement; corporate image; brand personality; new marketing strategy PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT III 目录 中文摘要及关键词Ⅰ 英文摘要及关键词Ⅱ 绪论1 1.1前言1 1.2研究目的1 1.3研究意义1 植入式广告的相关理论界定2 2.1电影植入式广告的基本内涵2 2.2电影植入式广告的分类2 2.2.1道具植入2 2.2.2台词植入2 2.2.3剧情植入2 2.2.4场景植入2 2.2.5音效植入2 2.2.6题材植入3 2.2.7文化植入3 第3章 我国电影植入式广告的变化4 3.1我国电影植入式广告变化的背景分析4 3.1.1萌芽期4 3.1.2成长期4 3.1.3涌发期4 3.1.4井喷期5 3.2影响我国电影植入式广告变化的因素5 3.2.1社会因素5 3.2.2受众阶级因素5 3.2.3消费心理因素6 3.3我国电影植入式广告的变化特点6 3.3.1从广告嵌入的直白性