电影中的植入式广告策略研究摘 要在市场竞争日益激烈、营销手段日新月异的今天，广告作为一种信息传播与促销的手段已越来越为企业所重视和应用，广告的支出费用不断攀升，花样更是层出不穷。而植入式广告正是这一时期最新兴起的广告形式，近些年，国内植入式广告发展的非常快，且形式各异，电视电影、娱乐节目和网络游戏等各个领域都已经涉及到。植入式广告作为一种新的广告力量不断的出现在我们的视野，尤以电影行业较多。电影艺术元素的运用必须恰到好处，否则，很容易将观众从电影中带出戏，从而失去了电影真正的艺术价值。本文从受众心理的特点入手，结合整合营销传播理论，介绍现阶段影视剧中植入广告的发展情况，找出植入式广告存在的问题,提出可行的建议对策,帮助广告主更合情合理的树立良好的品牌形象。关键词:植入式广告；品牌形象；受众心理；整合营销传播1ABSTRACTIn an increasingly competitive market, today's rapidly changing marketing, advertising and promotion as a means of information dissemination has been more and more attention and application companies, advertising expenditures continue to rise, the pattern is endless. The advertising spread in the form of product placement that it is starting a new era, in recent years, the domestic implantable advertising development is very fast, and different forms, fields television movies, entertainment and online games have been involved to. Embedded advertising as a new ad forces continue to appear in our field of vision, especially in the film industry more. "You Are the One,""Love left light right line" and "Crazy Racer" and several large New Year, is the use of a large number of implantable soft advertising. While at the box office are all very good, but the audience is not how good reputation. Movie product placement comes in many forms, most are based on dialogue, scenes and props implants based. These types of artistic elements of the film is the best performance out of life, so is a lo...
