新闻学-浅析电视剧中植入式广告发展研究.docxVIP

PAGE PAGE I 浅析电视剧中植入式广告发展研究 摘要 植入式广告，即为将广告这种营销模式巧妙的植入其他表现形式中，如电视剧、电视剧、栏目、话剧等表现主题。为品牌和产品的展现，提供比传统广告片、平面广告等更为丰富完善的发挥空间，提供更为精细的产品介绍、理念传递。2011年以来，国家广播电影电视总局发布《关于进一步加强广播电视管理的通知》。各大品牌在晚间黄金时段播放广告的空间要小得多。因此，植入式广告开始受到关注。植入式广告独特的隐蔽性和戏剧性，为品牌与消费者之间建立了积极互动的可能性。广告也从被动观看、有意识催眠、隐性灌输、混淆催眠等方面，有效地减少了受众的品牌营销。怨恨的程度，以及通过演员和情节的宣传，自然会吸引人们的注意，产生良好的情感，从而促进消费。植入式广告的表现优势，碰上层层压缩的传统广告推送空间，使得植入式广告不断受到越来越高的重视，并逐步成长为重要的广告形式。通过近十年的不断发展，成长为在广告行业中从制作到播出并形成线下整合营销完整链条的独立分支。本文通过《欢乐颂》中植入广告策略的案例分析对中国都市剧的广告置入进行了探讨，并提出了自己的观点建议。 关键词：植入式广告；欢乐颂；都市剧  Abstract Product placement is ingeniously implanted into other forms of expression, such as TV dramas, TV plays, columns, dramas and so on. For the display of brand and product, provide more rich and perfect space than traditional advertising film, plane advertising and so on, provide more elaborate product introduction, concept transfer. Since 2011, the General Administration of radio and television issued the notice on Further Strengthening the broadcasting and broadcasting management of radio and television. The space of the brand in the evening golden file can be greatly compressed. This opportunity has begun to pay attention to implantable advertising. The features of implantable advertising, such as concealment and drama, have the possibility of creating a benign interaction between the brand and the consumer, and the other from passive watching, awake and hypnotic to hidden instillation and chaotic hypnosis, effectively reducing the audiences antipathy to brand marketing, and by the impetus of actors and plot, naturally Arouse concern and create goodwill so as to promote consumption. The expressive advantage of implantable advertising is touched by the compression of the traditional advertising push space, making the implantable advertising more and more attention, and gradually become an important form of advertising. Through nearly ten years of continuous development, it has grown into an independent branch in the advertising industry from producing to