电影植入式广告的策略分析

题目：电影植入式广告的策略分析

摘要

随着社会的发展，植入式广告开始备受关注，尤其是电影与植入式广告的融合，为电影和广告带来了更好传播效果。

如今广告媒介环境日渐复杂，新媒体技术传播高速发展，传统广告自身硬伤凸显，广告主对广告的投资成本增大，受众注意力稀缺等问题，传统广告已经减少了当年的光芒，广告效果逐渐下降。在此时植入式广告悄悄进入人们的视野，并且植入广告已经是一个人尽皆知的热门话题，尤其在电影中植入广告的新传播载体后，对电影效果和广告效果都起到了不可否认的相互促进作用。随着植入广告的增多，电影植入广告的问题也随之而来。对于电影植入广告的问题，很多还是取决于植入策略。所以本文就针对电影植入式广告的策略进行了分析。采用文献法和案例分析法，通过六部最新电影和电影植入广告的前期准备阶段、中期植入阶段和后期延伸阶段分别进行电影植入广告策略的分析。发现电影植入式广告策略所存在的问题及其优劣势。最后针对电影植入式广告的前中后期三个阶段分别提出相应的策略方法和观点。

关键词：电影；植入广告；策略；三个阶段

Subject: Movie Product Placement Strategy Analysis

Abstract

With the development of society, product placement starting concern, especially film and product placement of fusion, for movies and commercials brought better communication effect.

Nowadays advertising media environment is getting more and more complex, new media technology communication high speed development, traditional advertising their own problem, advertisers for advertisement investment cost increases, the audience's attention scarcity problem, traditional advertising has been reduced by the light, advertising effect decreased gradually. In this product placement quietly entered people's field of vision, and implantable advertising has been a known hot topic, especially in the movie ads new broadcast carrier, on the film effect and the effect of advertisement plays an undeniable role in promoting mutual. With the increase of the ads, movie ads have some problems. For the movie ads, many still depends on the implantation strategy. So this article aims at the movie product placement strategy analysis. By the methods of literature research and case analysis, through the six latest film and film advertising implant preparation stage, middle stage and later stage of implantation of extending respectively movie product placement strategy analysis. Find the movie product placement strategy problems and advantages and disadvantages. Finally, product placement in the film before the late three stages are put forward the corresponding strategies and perspectives.

Key words: Film; Ads; Strategy; Three stages

目录

中文摘要 (Ⅰ)

英文摘要 (Ⅱ)

1 绪论 (1)

1.1论文的研究背景 (1)

1.2 论文研究的目的及意义 (1)

1.3 研究的主要内容与方法 (2)

2 电影植入式广告的概况 (3)

2.1 电影植入式广告的国内外发展状况 (3)

2.2电影植入式广告的含义 (3)

2.3 电影与植入广告结合的必然性 (3)

2.3.1电影选择了广告 (3)

2.3.2广告选择了电影 (4)

2.4 电影植入广告的理论支持 (4)

2.4.1参照群体理论 (4)

2.4.2经典条件反射理论 (5)

2.4.3模仿学习理论 (5)

2.4.4移情理论 (5)

3 电影中植入广告策略的应用现状 (6)

3.1 电影中植入广告策略的三个阶段 (6)

3.1.1 电影植入广告策略的前期准备阶段 (6)

3.1.2 电影植入广告策略的中期植入阶段 (6)

3.1.3 电影植入广告策略的后期延伸阶段 (11)

3.2电影植入式广告的优势及劣势 (11)

3.2.1电影植入式广告的优势 (11)

3.2.2电影植入式广告的劣势 (12)

3.3电影植入式广告存在的问题 (12)