电影中的植入式广告策略研究分析 文化产业管理专业VIP免费

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ABSTRACTInanincreasinglycompetitivemarket,today'srapidlychangingmarketing,advertisingandpromotionasameansofinformationdisseminationhasbeenmoreandmoreattentionandapplicationcompanies,advertisingexpenditurescontinuetorise,thepatternisendless.Theadvertisingspreadintheformofproductplacementthatitisstartinganewera,inrecentyears,thedomesticimplantableadvertisingdevelopmentisveryfast,anddifferentforms,fieldstelevisionmovies,entertainmentandonlinegameshavebeeninvolvedto.Embeddedadvertisingasanewadforcescontinuetoappearinourfieldofvision,especiallyinthefilmindustrymore."YouAretheOne,""Loveleftlightrightline"and"CrazyRacer"andseverallargeNewYear,istheuseofalargenumberofimplantablesoftadvertising.Whileattheboxofficeareallverygood,buttheaudienceisnothowgoodreputation.Movieproductplacementcomesinmanyforms,mostarebasedondialogue,scenesandpropsimplantsbased.Thesetypesofartisticelementsofthefilmisthebestperformanceoutoflife,soisalotofusetothefilm,whichisimplantedinthemostobviousprops.Theuseoffilmartelementsmustbejustright,otherwise,itiseasytoplaywiththeaudiencefromthefilm,thuslosingthemovietrueartisticvalue.Fromthepsychologicalcharacteristicsoftheaudience,combiningintegratedmarketingcommunicationtheory,describesthedevelopmentstageoffilmandtelevisiondramaimplantedinadvertising,cleveruseofproductplacementinthedeliverytechniques,betweentheaudienceandconsumersestablishagoodbrandimage.Keywords:placement;branding;brandsymbol;brandimage;audiencepsychology目录摘要....................................................................1ABSTRACT................................................................2绪论....................................................................4一、电影植入式广告的现状分析..............................................5（一）国内发展现状.....................................................5（二）国外发展现状.....................................................6（三）电影植入式广告的意义.............................................7二、电影植入式广告的形式分析..............................................8（一）品牌植入.........................................................8（二）道具植入.........................................................9（三）台词植入.........................................................9（四）拍摄地植入......................................................10（五）情节植入........................................................10三、电影植入式广告存在的问题.............................................10（一）一味强行植入，破坏影片的艺术美感................................10（二）广告的内容及形式陈旧老套，枯燥无味..............................11（三）植入形式粗暴机...