影视剧中植入式广告的研究
摘 要：随着媒体广告的泛滥，受众在广告的轰炸下，显示出愈来愈明显的离心倾向与逆反心理，表现出对广告的麻木与冷漠，造成广告边际效益递减。为了改变现状，我们开始尝试一种新的优质的传播方式——植入式，来吸引受众的注意力，这种新的传播方式使得广告从无差别、单向的“强制观看”的硬性的传统模式转向定性的、受众有选择并乐于接受与体验的全新模式。本论文结合大量影视剧实例，论述了植入式广告产生、运作模式;分析了植入式广告的优势与问题;归纳总结了植入式广告的运作策略。
关键词：影视剧;植入式广告;传统广告
The product placement research in film and television play
Abstract: As the media advertisements overflow, the reduction of boundary benefits in davertising. Now the audience become more and more insensible and indifferent with the bombing of those advertisements. Therefore, we begin to try a new way of transmition transplant，which can attract the audience's attention effectively. Before they have no choice to choose what they like to enjoy when facing so many similar advertisements. However, the method of transplanting provides the audience different choice whether they're really willing to enjoy. The author gives explanations of its operation strategy, and analyses its advantages and shortcomings. At last, the author forecasts the respect of product placement.
Keywords: film and television play; Product placement; traditional advertisement.
