电影植入式广告的策略分析.doc

Ⅰ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ⅡSubject:MovieProductPlacementStrategyAnalysisAbstractWiththedevelopmentofsociety,productplacementstartingconcern,especiallyfilmandproductplacementoffusion,formoviesandcommercialsbroughtbettercommunicationeffect.Nowadaysadvertisingmediaenvironmentisgettingmoreandmorecomplex,newmediatechnologycommunicationhighspeeddevelopment,traditionaladvertisingtheirownproblem,advertisersforadvertisementinvestmentcostincreases,theaudience'sattentionscarcityproblem,traditionaladvertisinghasbeenreducedbythelight,advertisingeffectdecreasedgradually.Inthisproductplacementquietlyenteredpeople'sfieldofvision,andimplantableadvertisinghasbeenaknownhottopic,especiallyinthemovieadsnewbroadcastcarrier,onthefilmeffectandtheeffectofadvertisementplaysanundeniableroleinpromotingmutual.Withtheincreaseoftheads,movieadshavesomeproblems.Forthemovieads,manystilldependsontheimplantationstrategy.Sothisarticleaimsatthemovieproductplacementstrategyanalysis.Bythemethodsofliteratureresearchandcaseanalysis,throughthesixlatestfilmandfilmadvertisingimplantpreparationstage,middlestageandlaterstageofimplantationofextendingrespectivelymovieproductplacementstrategyanalysis.Findthemovieproductplacementstrategyproblemsandadvantagesanddisadvantages.Finally,productplacementinthefilmbeforethelatethreestagesareputforwardthecorres