影视剧中植入式广告效益分析.doc

摘要:植入式广告是一种广告主以付费的方式，将自己的产品或品牌标志在影视作品中出现，从而达到宣传效果的广告形式。我国的影视业正处于蓬勃发展时期，广告赞助一直是影视作品强有力的资金支持。现如今，传统广告形式已经渐渐不能满足广告主对广告效果的要求，而植入式广告可以使观众在不知不觉中接受产品的信息，从而在很大程度上减轻观众对广告的抵触情绪，因此，植入式广告往往较一般广告更能发挥出更好的宣传效果。影视剧作品中的植入广告，从开始出现以来，就隐藏在影视剧作品的情节之中，以情节或画面为载体，同影视作品融合在一起，从而对某产品或品牌起到宣传的作用。近年来植入式广告在影视作品中迅速发展，这与植入式广告的本身特点和影视商业化进程是密切相关的。

　　　植入式广告通过一种的新颖的手法，使得品牌传播和植入式广告进行合理而有效的整合，使企业在进行品牌传播时一种能够以较低成本实现较好传播效果的新选择，对于企业提高产品销售额、塑造企业形象、提升企业市场竞争力具有很强的实践意义。

关键字：影视剧 植入式广告 效益分析

ABSTRACT:Product placement is a way of paying advertisers to, their products or brand logo appears in the film and television works, so as to achieve the effect of publicity form of advertising. Nowadays, the traditional forms of advertising has been gradually unable to meet advertisers on advertising effectiveness requirements, and product placement can make the audience unknowingly accept the products, thus substantially reduce the audience for advertising resentment Therefore, the product placement is often worse than general advertising can bring out the publicity. Film and television dramas in the placement, since the emergence from the beginning, is hidden in film and television dramas among the plot to the plot or the screen for the carrier, together with the film and television works. Thus a product or brand to play the role of propaganda. In recent years, product placement in the rapid development of film and television work, which is implanted itself features and television advertising commercialization process are closely related.

　　　Placement through one kind of novel techniques, making the brand communication and product placement for a reasonable and effective integration, so that enterprises in brand communication is a way to achieve a lower cost new choice better dissemination of results, for enterprises to improve product sales, shaping corporate image, enhance the market competitiveness of enterprises has a strong practical significance.

Keywords：Film and Television; Product placement; Benefit Analysis

　　　广告在人们的生活中占据着必不可少的位置。在电影开始前，电视剧播放中间避免不了会插播广告；打开网页会弹出各类小广告甚至是路边的公交站牌也都是广告。植入式通过在电影、电视剧、游戏、网络平台以及其他新媒体中发挥作用，避免了传统广告的生硬取得了较为良好的传播效果。当你在观看影视剧节目时，你不会留意眼前出现的各类品牌，但是在不知不觉之中，你已经记住了他们的品牌并渐渐改变了对这些品牌的态度。

　　　植入式广告具有其独特的优越性。首先，消费者无法避免广告，而传统广告则可以采用换频道的方式避开广告；其次，不容易引起消费者的抵触心理和逆反心理，相较其他广告形式，植入式广告不容易使观众意识到植入式广告是想要说服他们购买产品。在这种情况下更容易使观众接受。