《央视春晚的植入广告分析》.doc

摘 要 上世纪80年代中期植入广告在我国初现端倪，进入二十一世纪后，中国的传统电视广告在经历多年的高速发展后增幅趋缓，植入广告凭借其独特的优势，逐步成为我国广告界的新潮流。植入式广告作为一种新兴的广告形式，近年来在我国综艺节目中得到广泛运用。从备受瞩目的央视春晚，再到各大卫视的电视剧、真人秀、脱口秀节目，植入广告已经渗透到我国电视节目的各个领域。央视春晚是我国最具特色的传统综艺节目，在中国具有不可逾越的收视率和权威性，近几年，企业争相在央视春晚中植入广告，使这一形式在春晚中得到不断发展进步。本文主要通过对央视春晚植入广告运用类型进行了程度和手法上双方面的分析，详细解读央视春晚广告植入特点和手法。在此基础上，总结了节目中有效进行广告植入的策略，同时分析了我国植入广告存在的问题，并针对问题给出建议，最后，引申出了我国植入式广告开拓创新的发展建议。 关键词：春晚；植入广告；广告分类；广告策略 Abstract In the mid - 1980 - s advertising in Chinas nascent, after entering the 21st century, Chinas traditional television advertising after growth slowed sharply after years of rapid development, advertising with its unique advantages, has gradually become a new trend of advertising in China. Implantable advertising as a new advertising form, used widely in variety show in China in recent years. From high-profile the CCTV Spring Festival gala, to each big TV drama, reality shows, talk shows, advertising has permeated various fields TV programs in China. The CCTV Spring Festival gala is the most characteristic traditional variety shows in China, in China have insurmountable ratings and authority, in recent years, enterprises are ads in the CCTV Spring Festival gala, which make this form to get continuous development and progress in the Spring Festival gala. This article mainly through to the CCTV Spring Festival gala advertising use types are analyzed in level and technique on two-sided, detailed interpretation of the CCTV Spring Festival gala ads feature and technique. On this basis, summed up the program effective advertising strategy in place, at the same time analyzed the problem of advertising in our country, offer advice and problems, and finally, lead to the development of implantable advertising development innovation in our country are suggested. 矚慫润厲钐瘗睞枥庑赖賃軔朧碍鳝。 Key words: Spring Festival gala, Ads; Advertising classification; Advertising strategy 聞創沟燴鐺險爱氇谴净祸測樅锯鳗。 目 录 TOC \o 1-3 \f \h \z \u 摘 要 I残骛楼諍锩瀨濟溆塹籟婭骒東戇鳖。 Abstract II酽锕极額閉镇桧猪訣锥顧荭钯詢鳕。 第1章 研究的背景