【作者】 万菲；

【导师】 段维；

【作者基本信息】 华中师范大学 ， 传播学， 2012， 硕士

【摘要】 影视剧植入广告作为植入广告最典型的代表已然发展成为我国影视界的普遍现象。由于常规广告不断遭遇传播瓶颈,在各式各样、形形色色的海量信息面前,受众的注意力成为整个社会的稀缺资源。影视剧植入式广告以其灵活多样的形式以及潜移默化的影响力越来越得到了广告主的广泛青睐。相对于常规广告直白的诉求方式来说,影视剧植入广告隐性的表达方式的确在品牌宣传上占据优势,更能引起受众的情感共鸣,使得原本带强迫性质的产品宣传在受众接受上反而变得理所当然。植入广告引进到国内后,我国广告界瞬间掀起了一场“植入”热潮。由于尚未形成完善的体系,导致我国的影视剧植入广告创作形式单一,并且在表现上过于急功近利,在市场运行中出现了不少问题。本文在分析影视剧植入广告传播效果的基础上,结合其在我国的发展态势,通过对典型案例的分析总结出我国影视剧中的植入广告引起广泛争议的现象。并根据笔者的理解提出了相应的建议,以期使我国的植入广告界步入正常轨道,保证长远发展。更多还原

【Abstract】 The film product placement as the most typical representation of the placement has been developed into a universal phenomenon of the film and television industry in China. As the conventional advertising continues to encounter transmission bottlenecks, in front of a wide range and variety information all over the world, the audience’s attention become scarce resources of the entire society. Attributed to its flexible and varied forms, as well as the subtle influence, the product placement has gained more and more favors from advertisers.Relative to the direct appeals of conventional advertising, product placement in film and television drama is indeed in the advantage of brand promotion for its hidden means of expression, and also can cause the audience to make emotional resonance and accept it by a nature way.After the product placement introduced in China, it instantly caused a boom in our advertising industry. Because there has not yet been formed into a perfect system, our product placement led to a single form of creation, and advertisers also was anxious to achieve quick success and get instant benefits, it exposed a lot of problems in operation of the market.Based on the spread effect of product placement in film and television drama, this article, combined with its development trend in China, summarized the phenomenon of widespread controversy by product placement throughout the analysis of typical cases. I will give some suggestions according to my understanding, in order to make our advertising industry into a normal and long-term development.更多还原