本文選題：網(wǎng)絡(luò)自制綜藝節(jié)目 + 植入式廣告�。� 參考：《鄭州大學(xué)》2017年碩士論文

【摘要】：隨著信息通訊技術(shù)的發(fā)展和網(wǎng)民審美要求的提高,各大視頻網(wǎng)站已由爭搶獨播權(quán)轉(zhuǎn)向傾力打造原創(chuàng)自制內(nèi)容,網(wǎng)絡(luò)自制已然成為網(wǎng)絡(luò)視頻行業(yè)角逐的重心。隨著傳統(tǒng)電視觀看群體數(shù)量的下降和觀看時間的不斷減少,昂貴的廣告費卻很難帶來良好的廣告效果,廣告商不得不尋求新的廣告贊助形式。網(wǎng)絡(luò)自制綜藝節(jié)目以其更為開放的節(jié)目內(nèi)容,更為多樣的制作模式吸引廣大青年群體觀看,其爆發(fā)式的增長成功吸引了廣告贊助商的目光�？v觀近年來熱播的網(wǎng)絡(luò)自制綜藝節(jié)目,它們不但在節(jié)目內(nèi)容上取得了良好的口碑,更是取得了不凡的廣告效益�；谝陨犀F(xiàn)狀,本文通過對具有代表性的網(wǎng)絡(luò)自制綜藝節(jié)目植入式廣告案例的分析,從植入式廣告的制作主體——節(jié)目制作方廣告思維的創(chuàng)新,植入式廣告的內(nèi)容——廣告植入形式創(chuàng)新、廣告語言表達創(chuàng)新,植入式廣告的受眾——受眾定位創(chuàng)新,植入式廣告相關(guān)技術(shù)——大數(shù)據(jù)和云計算的創(chuàng)新運用,植入式廣告的效果分析等方面,對當(dāng)下熱播網(wǎng)絡(luò)自制綜藝節(jié)目植入式廣告的創(chuàng)新表現(xiàn)進行總結(jié):隨著節(jié)目制作水平的不斷提高和節(jié)目制作方廣告思維的創(chuàng)新,網(wǎng)絡(luò)自制綜藝節(jié)目對傳統(tǒng)廣告植入形式進行了改良,創(chuàng)新廣告植入的時機,推出符合節(jié)目特點的廣告植入方式;隨著互聯(lián)網(wǎng)的廣泛使用,網(wǎng)絡(luò)自制綜藝節(jié)目在廣告語言表達上充分展現(xiàn)網(wǎng)絡(luò)用語特點;利用高新技術(shù),實現(xiàn)大數(shù)據(jù)支持下的精準(zhǔn)創(chuàng)意與傳播。結(jié)合植入式廣告的創(chuàng)新表現(xiàn),指出當(dāng)下網(wǎng)絡(luò)自制綜藝節(jié)目植入廣告中存在的問題,并對其未來發(fā)展提出建議。在網(wǎng)絡(luò)自制蓬勃發(fā)展的當(dāng)下,探究網(wǎng)絡(luò)自制綜藝節(jié)目植入式廣告的創(chuàng)新表現(xiàn)和有益經(jīng)驗,對未來網(wǎng)絡(luò)自制綜藝節(jié)目植入式廣告的健康發(fā)展,甚至其他影視劇作品植入式廣告的發(fā)展具有極大的實踐意義。
[Abstract]:With the development of information and communication technology and the improvement of the aesthetic requirements of Internet users, the major video websites have shifted from competing for the right to broadcast to creating original homemade content, which has become the focus of the online video industry competition. With the decline of the number of traditional TV viewing groups and the continuous decrease of viewing time, it is difficult to bring good advertising effect due to the high cost of advertising, and advertisers have to seek new forms of advertising sponsorship. With its more open content and more diversified production mode, the network homemade variety show attracts the masses of young people to watch, and its explosive growth has attracted the attention of advertising sponsors. In recent years, the popular network variety shows show that they have not only achieved good reputation in the content of the program, but also achieved extraordinary advertising benefits. Based on the above situation, this paper, through the analysis of the typical network self-made variety arts program placement advertising cases, from the placement advertising production main body-program producers advertising thinking innovation, Content of implantable ads-Innovation of Advertising Placement forms, Advertising language expression Innovation, audience orientation Innovation of Implant Advertising, Innovational Application of Advertising related Technology-big data and Cloud Computing, In the aspects of the effect analysis of implantable advertising, this paper summarizes the innovative performance of the popular network self-made variety show placement advertising: with the continuous improvement of the program production level and the innovation of the advertising thinking of the program producers, Self-made online variety shows have improved the traditional form of advertising placement, innovating the timing of advertising placement, and introducing ad placement methods that conform to the characteristics of the program; with the widespread use of the Internet, The network self-made variety show fully displays the characteristics of the network language in advertising language expression, and realizes the precise creativity and dissemination supported by big data by using the high and new technology. Combined with the innovative performance of implantable advertising, this paper points out the problems existing in the placement of online self-made variety shows, and puts forward some suggestions for its future development. With the vigorous development of the network self-made variety show, this paper explores the innovative performance and beneficial experience of the implantable advertising of the network homemade variety show, and the healthy development of the future network self-made variety art program placement advertisement. Even the development of other film and television works placement advertising has great practical significance.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G222;F713.8

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本文編號：1815652