中國家庭生活劇中植入廣告價值研究
發(fā)布時間：2019-04-09 09:01
【摘要】：家庭生活劇以其獨特的魅力影響著我們這個社會，作為反映人們?nèi)粘Ｉ畹碾娨晞≈械囊活�，它是老少皆宜的一類電視劇，是一種帶有娛樂性質(zhì)的使觀眾愉悅享受的文本。近年來在商業(yè)利益的推動下，備受關(guān)注的家庭生活劇作為廣告的最佳媒介載體被人們重視和利用，但這使得其發(fā)展偏離了以往的軌道。隨著廣告自身的發(fā)展，植入式廣告出現(xiàn)了，作為一種新的更容易被人接受的廣告類型，植入式廣告有著傳統(tǒng)硬廣告無法比擬的優(yōu)勢：（1）植入式廣告具有隱蔽性，比傳統(tǒng)廣告更不容易引起受眾反感；（2）植入式廣告更好地詮釋了文化性和商業(yè)性的統(tǒng)一與結(jié)合。植入式廣告以一種全新的方式不知不覺地將商品信息傳達給受眾，，往往達到事半功倍的效果。但與此同時，隨著限廣令的出臺，電視廣告又面臨新的挑戰(zhàn)，廣告費用也持續(xù)抬高，依靠大量的廣告來突出品牌形象的方法會面臨電視廣告經(jīng)費帶來的巨大壓力，而植入式廣告在電視廣告中以質(zhì)的轉(zhuǎn)變贏得了各大商家的青睞。 植入式廣告就是將電視劇與廣告這兩個獨立層面的概念統(tǒng)一起來，一個植入式廣告的好壞就體現(xiàn)在怎樣處理這兩者之間的矛盾。由于港臺同內(nèi)地的文化背景不同、社會文化和社會生活方式不同，它的廣告會體現(xiàn)出不同的特點，所以本文是以內(nèi)地家庭生活劇為研究的基本平臺。根據(jù)植入式廣告的特點，分析了中國家庭生活劇植入式廣告的傳播特點，提出了電視劇與廣告之間隱秘結(jié)合過程中存在問題和解決方法，提倡以劇本為本，創(chuàng)意為魂。創(chuàng)意在植入式廣告的眾多元素中占著主導地位，以巧妙的思路將廣告與電視劇創(chuàng)造性的結(jié)合在一起，隱去廣告意圖，使植入式廣告成為電視劇中不可或缺的一部分，實現(xiàn)以精美的植入式廣告提高電視劇質(zhì)量和產(chǎn)品信息的有效傳遞以更高的收視率來提高廣告效益，從而實現(xiàn)雙贏的目的。本文通過對目前中國家庭生活劇中植入式廣告價值以及植入廣告存在的問題分析，提出從電視劇本身入手，從四個環(huán)節(jié)同時提升廣告價值，注重廣告和劇本的高契合度，進而推動中國家庭生活劇的創(chuàng)作思路發(fā)展，提高受眾好評率的同時提高電視劇的收視率及廣告價值。
[Abstract]:Family life drama affects our society because of its unique charm. As a kind of TV series reflecting people's daily life, family life drama is a kind of TV series suitable for both old and young, and it is a kind of text with entertainment nature to make the audience happy and enjoy. In recent years, under the promotion of commercial interests, the concerned family life drama as the best media carrier of advertising has been paid attention to and utilized by people, but this makes its development deviate from the track of the past. With the development of advertising itself, implantable advertising appears. As a new and more acceptable type of advertising, implantable advertising has an incomparable advantage over traditional hard advertising: (1) implantable advertising has concealment. Compared with the traditional advertising, it is not easy to cause the audience to dislike; (2) the integration of culture and commerce is better explained by the placement advertisement. Implantable advertising imperceptibly conveys commodity information to the audience in a brand-new way, often achieving twice the results with half the effort. But at the same time, with the introduction of the restriction order, TV advertising faces new challenges, advertising costs continue to rise, the method of relying on a large number of advertisements to highlight the brand image will face tremendous pressure from television advertising funds. Implantable advertising in television advertising in the qualitative change has won the favor of the major businesses. Implantable advertising is to unify the two independent concepts of TV series and advertising, and how to deal with the contradiction between the two is a good or bad one. Because Hong Kong and Taiwan have different cultural background, different social culture and social life style, its advertisement will reflect different characteristics, so this paper is based on the mainland family life drama as the basic platform of study. According to the characteristics of the implantable advertisement, this paper analyzes the spreading characteristics of the implantable advertisement in the Chinese family life drama, puts forward the problems and solutions in the process of the secret combination between the TV series and the advertisement, and advocates to take the script as the base and the creativity as the soul. Creativity plays a dominant role in the many elements of implantable advertising, combining advertising with TV series creatively with ingenious ideas, hiding advertising intention, and making implantable advertising an indispensable part of TV series. In order to achieve the goal of win-win, we can improve the quality of TV series and the effective transmission of product information by exquisite implantable advertising, and improve the advertising efficiency by higher ratings. Based on the analysis of the value of implantable advertisements and the problems existing in implanted advertisements in Chinese family life dramas at present, this paper puts forward that starting from the TV series itself, the advertising value should be improved from four links at the same time, and the high degree of agreement between advertising and script should be paid attention to. Further promote the development of Chinese family life drama creative ideas, improve audience rating and improve the TV series ratings and advertising value.
【學位授予單位】：陜西科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.8;J905
本文編號：2455022
[Abstract]:Family life drama affects our society because of its unique charm. As a kind of TV series reflecting people's daily life, family life drama is a kind of TV series suitable for both old and young, and it is a kind of text with entertainment nature to make the audience happy and enjoy. In recent years, under the promotion of commercial interests, the concerned family life drama as the best media carrier of advertising has been paid attention to and utilized by people, but this makes its development deviate from the track of the past. With the development of advertising itself, implantable advertising appears. As a new and more acceptable type of advertising, implantable advertising has an incomparable advantage over traditional hard advertising: (1) implantable advertising has concealment. Compared with the traditional advertising, it is not easy to cause the audience to dislike; (2) the integration of culture and commerce is better explained by the placement advertisement. Implantable advertising imperceptibly conveys commodity information to the audience in a brand-new way, often achieving twice the results with half the effort. But at the same time, with the introduction of the restriction order, TV advertising faces new challenges, advertising costs continue to rise, the method of relying on a large number of advertisements to highlight the brand image will face tremendous pressure from television advertising funds. Implantable advertising in television advertising in the qualitative change has won the favor of the major businesses. Implantable advertising is to unify the two independent concepts of TV series and advertising, and how to deal with the contradiction between the two is a good or bad one. Because Hong Kong and Taiwan have different cultural background, different social culture and social life style, its advertisement will reflect different characteristics, so this paper is based on the mainland family life drama as the basic platform of study. According to the characteristics of the implantable advertisement, this paper analyzes the spreading characteristics of the implantable advertisement in the Chinese family life drama, puts forward the problems and solutions in the process of the secret combination between the TV series and the advertisement, and advocates to take the script as the base and the creativity as the soul. Creativity plays a dominant role in the many elements of implantable advertising, combining advertising with TV series creatively with ingenious ideas, hiding advertising intention, and making implantable advertising an indispensable part of TV series. In order to achieve the goal of win-win, we can improve the quality of TV series and the effective transmission of product information by exquisite implantable advertising, and improve the advertising efficiency by higher ratings. Based on the analysis of the value of implantable advertisements and the problems existing in implanted advertisements in Chinese family life dramas at present, this paper puts forward that starting from the TV series itself, the advertising value should be improved from four links at the same time, and the high degree of agreement between advertising and script should be paid attention to. Further promote the development of Chinese family life drama creative ideas, improve audience rating and improve the TV series ratings and advertising value.
【學位授予單位】：陜西科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.8;J905
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