發(fā)布時(shí)間：2019-03-21 16:43

【摘要】：植入式廣告,已經(jīng)不是一個(gè)新興的概念,以其隱蔽性、滲透性的特點(diǎn)正無孔不入觸及到受眾的生活,與多種載體一起逐漸融入受眾的現(xiàn)實(shí)生活。同時(shí),植入式廣告的發(fā)展為品牌傳播帶來了新的機(jī)遇。 本文立足于國內(nèi)外對(duì)植入式廣告的學(xué)術(shù)研究,主要以傳播學(xué)理論為視角闡述植入式廣告,采用理論分析、文本分析法和問卷調(diào)查法三者相結(jié)合的研究方法,對(duì)植入式廣告的理論、操作個(gè)案和廣告效果進(jìn)行從理論、操作和效果三個(gè)方面對(duì)植入式廣告進(jìn)行驗(yàn)證分析。本文第二部分根據(jù)已有的研究文獻(xiàn)闡述,對(duì)植入式廣告國內(nèi)外研究進(jìn)行梳理,通過已有的文獻(xiàn)和研究成果歸納已有的研究方法和結(jié)論。國內(nèi)學(xué)者對(duì)植入式廣告研究雖然很多,但大多只描述其現(xiàn)狀,根植于傳播學(xué)理論解析植入式廣告?zhèn)�案和受眾影響的研究卻很少涉及。 在已有研究的文獻(xiàn)綜述基礎(chǔ)上,本文第三部分以理論分析為主,闡釋了植入式廣告的傳播模式、名人效應(yīng)、擬態(tài)環(huán)境、符號(hào)的象征意義和整合營(yíng)銷傳播理論幾個(gè)方面對(duì)植入式廣告效果的影響。 第四部分操作層面,運(yùn)用文本分析法,以《一起來看流星雨》為研究樣本,與第三部分所述的植入式廣告?zhèn)鞑ツＪ浇Y(jié)合,從傳播者和植入載體的角度進(jìn)行文本分析,從傳播者和植入載體的角度,分析植入式廣告具體運(yùn)作的關(guān)鍵因素,探討整合傳播如何支撐植入式廣告的效果最大化。 第五部分從效果層面,通過問卷調(diào)查和設(shè)計(jì),檢驗(yàn)植入式廣告對(duì)受眾的認(rèn)知、態(tài)度和行為上的傳播效果。研究發(fā)現(xiàn),植入式廣告對(duì)于受調(diào)查者認(rèn)知層面的注意、記憶、理解的影響比較明顯,對(duì)其態(tài)度的影響沒有明顯變化,對(duì)其行為的影響甚微。
[Abstract]:Implantable advertising is no longer a new concept, because of its concealment and permeability, it is touching the life of the audience all the time, and gradually integrates into the real life of the audience with a variety of carriers. At the same time, the development of implantable advertising brings new opportunities for brand communication. This paper is based on the domestic and foreign academic research on placement advertising, mainly from the perspective of communication theory to explain the placement of advertising, using theoretical analysis, text analysis and questionnaire survey of the three research methods, This paper validates and analyzes the theory, operation case and effect of placement advertising from three aspects: theory, operation and effect. The second part of this paper, based on the existing research literature, combed the domestic and foreign research on placement advertising, and summarized the existing research methods and conclusions through the existing literature and research results. Although there are a lot of researches on implantable advertising in our country, most of them only describe its present situation, but the research based on the theory of communication to analyze the case and audience influence of implantable advertising is rarely involved. On the basis of the literature review, the third part of this paper mainly focuses on the theoretical analysis, explaining the propagation mode, celebrity effect and mimicry environment of the implantable advertisement. The symbolic meaning of symbol and the influence of integrated marketing communication theory on the effect of implantable advertising. In the fourth part, the text analysis method is used to analyze the text from the point of view of the propagator and the implanted carrier, taking the meteor shower together as the research sample, combining with the dissemination mode of the implantable advertisement mentioned in the third part. From the point of view of communicator and implanted carrier, this paper analyzes the key factors of the concrete operation of implantable advertising, and discusses how integrated communication can maximize the effect of implantable advertising. The fifth part from the effect level, through the questionnaire investigation and the design, the test implantable advertisement to the audience cognition, the attitude and the behavior dissemination effect. The results showed that the effects of implant advertising on the cognitive attention, memory and understanding of the subjects were obvious, but the influence on their attitudes was not significant, but the influence on their behavior was very little.
【學(xué)位授予單位】：西南政法大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：G206;F713.8

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本文編號(hào)：2445123