【摘要】：席卷全球的金融危機(jī)對(duì)各品牌的廣告?zhèn)鞑ギa(chǎn)生重大影響,傳統(tǒng)媒體廣告營(yíng)銷成本居高不下、廣告效果每況愈下,在這種局勢(shì)下,植入式廣告作為一種精準(zhǔn)有效的新?tīng)I(yíng)銷方式,迅速獲得了品牌商們的青睞。其中影視劇是植入式廣告的主要載體,這兩年以及其迅猛的態(tài)勢(shì)發(fā)展。那么,植入式廣告的價(jià)值到底在哪里呢它是僅僅作為一種新型媒介的延伸,扮演角色等同于傳統(tǒng)媒介呢還是在品牌傳播上有獨(dú)特的價(jià)值呢本論文即是基于這個(gè)研究背景進(jìn)行,探尋這種新型廣告方式在品牌傳播上的價(jià)值所在。 本篇論文的研究目的有三:一是系統(tǒng)梳理中國(guó)的影視植入廣告的現(xiàn)狀與問(wèn)題所在;二是研究這種新型的廣告形式在品牌傳播上究竟有何特殊的價(jià)值;三是針對(duì)植入式廣告的特性和對(duì)品牌傳播的價(jià)值表現(xiàn)特性提出一些植入建議。 本論文的研究方式主要以文獻(xiàn)研究法和案例分析法為主,結(jié)合一些專業(yè)媒介研究機(jī)構(gòu)進(jìn)行的調(diào)研數(shù)據(jù)進(jìn)行二次分析,綜合得出自己的結(jié)論。 研究得出的主要結(jié)論是:中國(guó)的植入式廣告最大的誤區(qū)是,將影視劇簡(jiǎn)單作為傳統(tǒng)廣告方式的又一延伸,而沒(méi)有認(rèn)識(shí)到植入式廣告對(duì)品牌文化的傳播優(yōu)勢(shì)。影視植入式廣告對(duì)品牌營(yíng)銷的獨(dú)特價(jià)值應(yīng)該是——它為品牌建立了一個(gè)和諧、完備的符號(hào)體系。 對(duì)植入式廣告的主要建議是:品牌商需要與影視劇制作方更加緊密的合作,更多的追求品牌內(nèi)涵的表現(xiàn)方式,而非單純的品牌符號(hào)的展示。品牌商在進(jìn)行植入式廣告的計(jì)劃中,需要做到三個(gè)步驟:一是品牌研究,要總結(jié)出品牌核心內(nèi)涵,即在影視作品中表現(xiàn)出來(lái)的符號(hào)意義;二是消費(fèi)者研究,在這個(gè)基礎(chǔ)上才能明晰自身的品牌定位及植入技巧選擇;三是影片分析,即對(duì)影片的基調(diào)和情節(jié)進(jìn)行分析,挑選適合品牌氣質(zhì)的影片及情節(jié)進(jìn)行設(shè)計(jì)。總之,影視植入式廣告會(huì)成為品牌傳播的一個(gè)重要利器,需要智慧的對(duì)待。
[Abstract]:The global financial crisis has a significant impact on the advertising communication of various brands. The traditional media advertising marketing costs remain high, and the advertising effect is getting worse. In this situation, the implantable advertising as a precise and effective new marketing method, Quickly won the brand's favor. Film and TV play is the main carrier of implantable advertising, these two years and its rapid development. So, where is the value of implantable advertising? is it merely an extension of a new type of medium, the role being equated with traditional media, or is there a unique value in brand communication? this paper is based on this research background. Explore the value of this new way of advertising in brand communication. The purpose of this thesis is three: one is to systematically comb the present situation and problems of film and television placement advertising in China, the other is to study the special value of this new advertising form in brand communication. The third is to put forward some suggestions on the characteristics of implantable advertising and the value characteristics of brand communication. The main research methods of this paper are literature research and case analysis, combined with the research data of some professional media research institutions to carry on the secondary analysis, and draw their own conclusion synthetically. The main conclusion of the study is that the biggest misunderstanding of Chinese implantable advertising is that the film and TV drama is simply taken as another extension of the traditional advertising mode, without realizing the superiority of implantable advertising in the dissemination of brand culture. The unique value of film and television placement advertising to brand marketing should be that it establishes a harmonious and complete symbol system for brand. The main suggestion of the placement advertising is that the brand should cooperate more closely with the producers of the film and TV series and pursue the expression of brand connotation rather than the display of the brand symbol. In the planning of implantable advertising, brand merchants need to do three steps: first, brand research, to sum up the core connotation of the brand, that is, the symbolic significance in the film and television works; The second is consumer research, on the basis of which we can make clear their brand positioning and the choice of implantation skills; third, film analysis, that is, to analyze the tone and plot of the film, select the suitable brand temperament of the film and plot design. In short, film and television placement advertising will become an important weapon of brand communication, need wisdom.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F713.8;F273.2

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本文編號(hào)：2367997