电影中的植入式广告范文大全.docx

电影中的植入式广告范文大全

第一篇：电影中的植入式广告本科毕业论文论电影中的植入式广告——以电影《唐山大地震》、《非诚勿扰2》为例摘要电影是一种文化产品，具有娱乐性和艺术性。但是，艺术源于生活，电影艺术是对真实生活的反映，必然不能离开生活中事物而存在。因此，植入式广告随着电影的发展不断地改变着形式和内容，达到在不知不觉中向观众宣传品牌的目的，具有良好的发展前景。相比于传统广告明目张胆的宣传被观众排斥抗拒接受的现状，植入式广告这种全新的广告形式正在为越来越多的商家何制片方所青睐，成为双方实现互利共赢的新平台。随着电影植入式广告的发展，其问题也随之暴露。植入式广告没有完善的专业体系，没有规范的市场机制和法律约束，这些都制约着植入式广告的发展，同时也给观众带来不良影响。关键词：电影；植入式广告；《唐山大地震》；《非诚勿扰2》IIDiscussiontheproductplacementinmovies——Inthemovie《TangshanEarthquake》,《IfYouAreTheOneⅡ》asanexampleAbstractAfilmisaculturalproduct,withentertainmentandart.However,artcomesfromlife,filmartisthetruereflectionoflife,mustnotleavethingsinlifeandexistence.Therefore,productplacementasthefilmdevelopsconstantlychangingformandcontent.intheimperceptiblytotheaudiencetopromoteabrandofpurpose,ithasgooddevelopmentprospect.Comparedtotraditionaladvertisinginaflagrantwaypropagandabytheaudienceacceptrejectionstatus,productplacementofthisnewformofadvertisingisbecomingmoreandmorebusinesseswhereproducersfavor,becomebothsidesrealizeawin-winsituationforthenewplatform.Withthedevelopmentofmovieproductplacement,theproblemalsosubsequentlyexposed.Productplacementisnotcompleteprofessionalsystem,withoutnormativemarketmechanismandlegalconstraints,thesearerestrictingthedevelopmentofproductplacement,butalsobringsadverseeffect.Keywords:film;productplacement;《TangshanEarthquake》;《IfYouAreTheOneⅡ》III目录摘要„„„„„„„„„„„„„„„„„„„„„„„„„„（Ⅱ）Abstract„„„„„„„„„„„„„„„„„„„„„„„„„（Ⅲ）引言„„„„„„„„„„„„„„„„„„„„„„„„„„„„1一、植入式广告的基本认识„„„„„„„„„„„„„„„„„„„2（一）什么是植入式广告„„„„„„„„„„„„„„„„„„„„2（二）植入式广告的特点„„„„„„„„„„„„„„„„„„„„2（三）植入式广告的植入式„„„„„„„„„„„„„„„„„„„4（四）植入式广告的传播„„„„„„„„„„„„„„„„„„„„5二、植入式广告与传统广告的异同„„„„„„„„„„„„„„„„5（一）时尚潮流与传统的碰撞„„„„„„„„„„„„„„„„„„6（二）广告针对性不同，受众大PK„„„„„„„„„„„„„„„„6（三）共同的盈利目的„„„„„„„„„„„„„„„„„„„„„7（四）共同的宣传目的„„„„„„„„„„„„„„„„„„„„„8三、植入式广告的发展现状及影响„„„„„„„„„„„„„„„„8（一）植入式广告的优势„„„„„„„„„„„„„„„„„„„„8（二）植入式广告的劣势„„„„„„„„„„„„„„„„„„„„9（三）植入式广告引发的问题„„„„„„„„„„„„„„„„„„11（四）植入式广告的影响„„„„„„„„„„„„„„„„„„„„11四、植入式广告的出路„„„„„„„„„„„„„„„„„„„„„12（一）植入式广告与电影的相互契合„„„„„„„„„„„„„„„12（二）与剧情完