浅析我国时尚电影与植入式广告的整合传播营销

- 1 - / 18 本科毕业论文（设计）题目 浅析我国时尚电影与植入式广告的整合营销传播学院 新闻传媒学院专业 新闻学双学位年级 09 级学号 _____________________ 姓名桂 华 南___________ 指 导 教 师邹琰 __________ 成绩 _____________________ 2011 年 4 月 20 - 2 - / 18 浅析我国时尚电影与植入式广告的整合营销传播桂华南西南大学新闻传媒学院，重庆 400715摘要： 时尚之于电影密不可分，西方影视传播史上早就已经经过实践论证了时尚与电影的孪生关系。在时尚尚且不发达的中国，时尚电影刚刚崛起，伴随着植入式广告开始盛行。这两者于中国均在实践阶段，尚没有固定的模式可以遵循，如何将它们探索出一条可行之路，是目前的研究热点。本文将以植入式广告为切入点，分析植入式广告在时尚电影中的运用，并尝试寻找利用植入式广告打造我国时尚电影产业的整合营销传播体系。关键词 ：植入式广告；电影；时尚；整合营销传播Chinese fashionable movie shallow with implantable AD integration distribute marketing GUI Huanan School Of Journalism and Communication, Southwest China University, Chongqing 400715, China Abstract: Fashion in the movie are inseparable, western video communication history would have through practice demonstrates fashion and movie twin relations. In fashion is not developed China, fashionable movie just rise, along with implantable advertising began to prevail. Both were in practice in China, still no fixed stage patterns can follow, how they explore a feasible path are the current research hotspot. This paper will take implantable advertising as the breakthrough point, analysis in the fashion of movies implantable advertising apply, and try to find using implantable advertising make our fashion film industry of integrated marketing communications system. Key word: Implantable advertising; Movies; The fashion; Integrated marketing communication - 3 - / 18 目录1. 绪论 ..................................................................................