××××大学毕业论文题目浅谈网游内置广告完成人姓名×××系别文法系专业广告学班级2006级14班指导教师×××完成日期2010年5月浅谈网游内置广告内容摘要：上世纪末计算机技术的迅猛发展以及本世纪互联网的迅速普及，网络游戏产业亦得到长足发展。网络游戏作为一种休闲娱乐活动被越来越多的人所喜爱，同时其作为一种广告载体也被逐渐认识和接受。本文对网络游戏内置广告的投放形式、本质现象、发展趋势、互动性、曝光率、成本、影响等特点进行浅析。首先，简介网游内置广告及其投放形式，通过游戏的情节巧妙的将产品信息融入；通过游戏与现实中的销售互动将产品融入;通过游戏的各类功能道具将产品进行植入；通过游戏画面背景或某个场景将品牌信息进行融入,这是最为常见的一种植入模式，即把品牌的信息植入到游戏的内部场景中；通过游戏奖励将产品视频或音乐广告融入。其次,对网游内置广告的互动性、本质与想象的特点进行阐述。最后，浅谈网游内置广告的发展及其趋势。游戏作为新媒体平台正在逐步取代电视而成为广告商的新聚焦点，网络游戏以其快速增长的庞大用户群等特点，成为一个基于互联网平台的广告新载体。关键词:网游内置广告；特性；投放形式；发展趋势Simplyanalysein-gameadvertisingAbstract:Withtherapiddevelopmentofcomputertechnologyattheendoflastcenturyandtherapidspreadofinternetinthiscentury,onlinegameindustryhasmadegreatstridesforward.Onlinegameasakindofleisureactivityisenjoyedbymoreandmorepeople.Atthesametime,onlinegameasakindofadvertisingbodyisalsoknownandacceptedgradually.Thisthesissimplyanalysesin-gameadvertising’sformofcirculation,essentialphenomenon,developmentandtrend,interaction,exposurerate,costandinfluenceandsoon.Firstofall,simplyintroducein-gameadvertisingandanalysein-gameadvertising’sformofcirculation.First,throughthegame’splots,skillfullytaketheproductions’informationintoit.Second,throughthesaleinteractionbetweenthegameandreality,taketheproductionsintoit.Third,throughthegame’severykindoffunctionalproperties,gettheproductionstoimplantintoit.Forth,throughthegame’sbackgroundorsomescene,makethebrandinformationintegrateintoit.Thisisthemostcommontypeofimplantedmodewhichisthebrandofinformationintothegame’sinternalsituations.Fifth,throughthegame’sawards,makeproductions’videosormusicadvertisementsfitintoit.Then,expoundin-gameadvertising’scharacteristics,suchasinteraction,natureandimaginationandsoon.Atlast,simplyanalysein-gameadvertising’sdevelopmentandtrend.Asanewmediaplatform,thegamegraduallytakestheplaceofthetelevisiontobecometheadvertisers’newfocuspoint.Withtheircharacteristicsofrapidgrowthoftheenormoususersandsoon,onlinegamesbecomeanewadvertisingcarrierwhichisbasedontheplatformofinternet.Keywords:In-game；Advertising；Characteristicformofcirculation；Developmentandtrend目录一、网游内置广告简介…………………………………………………1（一）什么是网游内置广告……………………………………………1（二）网游内置广告的起源……………………………………………1（三）网游内置广告的投放形式………………………………………1二、网游内置广告特性…………………………………………………3（一）网游内置广告的互动性…………………………………………3（二）网游内置广告的本质与现象……………………………………3三、网游内置广告的发展………………………………………………6（一）突破传统…………………………………………………………7（二）利润价值大………………………………………………………8（三）传播快，时效长…………………………………………………8（四）效果成就价值，精准营销………………………………………8（五）虚拟赶超现实……………………………………………………9...
