摘要:在当今社会，影视产业的的高速发展，越来越需要广告的支撑，而在市场竞争如此激烈的今天，广告植入影视剧作为一种新兴的方式，日益受到观众的接受，当广告与影视剧巧妙的结合，将信息更无形的传达到观众心中时，那植入式广告就能成功在观众心中树立企业及产品形象。如今多种形式的植入方式也代替了单一的广告形式，从而更容易得到观众的接受。本文通过对植入式广告的传播效果研究，结合影视剧《北京青年》实例，指出植入式广告的主要形式及运作模式，找出不足之处并提出优化建议，让植入式广告能更好的宣传产品，为企业服务。
关键词：植入式广告 主要形式 运作模式 效果测评
ABSTRACT:In today's society, the rapid development of the film and television industry, more and more need advertising support, in the fierce market competition today, advertising film and television drama as a kind of new way, more audience to accept advertising, when combined with film and television drama skillfully, information will be more intangible to convey to the audience heart, the product placement can be successful in the hearts of the audience to establish corporate and product image. Now into the various forms of it instead of the single form of advertising, and easier to get the audience to accept. Through the study of the communication effect of product placement, combined with the TV drama "Beijing youth" example, points out the main form and operation mode of product placement, to identify shortcomings and put forward the optimization suggestion, let the product placement can better promote products, services for enterprises.
Key words : Implantable advertising ; The main form ; Operation form Effect evaluation
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