韩国综艺节目中植入式广告植入方式研究.docVIP

PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT II PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT I [键入公司名称] 韩国综艺节目中植入式广告的植入方式研究 摘要 近几年韩国的电视节目在全球，特别是在亚洲受到广大观众的喜爱。其中韩国的综艺节目更是突出，因此对韩国综艺节目中的植入式广告产生兴趣。植入式广告近年来发展迅速，不仅在业界引起了关注，也引起了学界的研究兴趣。植入式广告从上个世纪90年代开始飞速发展到现在，植入式广告方式很多样。比如通过情节植入、对话植入、音乐植入、道具植入、场景植入等方面，利用这些方式植入广告与情节有机融合，虽然提升了品牌认知效果，有效了传播了韩国文化，但是存在着违反法律、给青少年不良教育、妨碍相关部门工作等方面的不足。因此，希望通过对比韩国综艺节目的植入式广告，对我国植入式广告的发展具有借鉴意义。 关键字 韩国综艺节目 植入式广告 受众 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT III Abstract In recent years, South Koreas TV show in the world, particularly in Asia, the majority being welcome. South Korean variety show which audiences loved by the majority, so the Korean variety show product placement is also implanted a little attention. In recent years, the rapid development of product placement, not only attracted the attention of the industry, but also aroused interest in academic research. Korea product placement from the 90s of the last century to the present rapid development. Currently various Korean variety show widespread use of product placement. This paper research the way implant product placement on the Korean variety show, as well as product placement of the way, dissemination of results, defects, and other aspects of reference. The main characteristics exists in the way, such as implants plot, dialogue implantation, implantation of music, props implants, implants and other aspects of the scene. Significance was on its way from. Keyword：product placement ；Korea variety show； audience PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT IV 目录 TOC \o 1-3 \u 摘要 PAGEREF _Toc391555266 \h I Abstract PAGEREF _Toc391555267 \h II 目录 PAGEREF _Toc391555268 \h III 一、韩国综艺节目中植入式广告的现状 PAGEREF _Toc391555269 \h 1 （一）植入式广告 PAGEREF _Toc391555270 \h 1 （二）韩国综艺节目中植入式广告的现状 PAGEREF _Toc391555271 \h 1 1.市场规模大，传播效果好 PAGEREF _Toc391555272 \h 2 2.植入方式灵活多样，与剧情自然融合 PAGEREF _Toc391555273 \h 3 二、韩国综艺节目中植入式广告的植入方式 PAGEREF _Toc391555274 \h 3 （一）情节植入 PAGEREF _Toc391555275 \h 3 （二）对话植入 PA