“限广令”下我国电视剧植入式广告的发展策略
On Product Placement: Ban on all TV Stations Airing Commercials and Development Strategyt of Ads Industry
李夏1
作者信息
- 1. 新疆大学新闻与传播学院,新疆乌鲁木齐830046
- 折叠
摘要
随着＂限广令＂的出台,传统广告日益遇到频播资源的＂瓶颈＂,植入式广告开始大量出现。在植入式广告发展势头越演越烈的同时,观众对这一广告形式的争议也愈加激烈。如何转变视角,找寻合适的发展策略,是植入式广告制作者急需考虑的问题。文章通过对电视剧中植入式广告的现状和发展策略进行探讨,为植入式广告更好地发展提供参考意见。
Abstract
As a result of the ban on all TV stations airing commercial in China,the space for ads on TV has shrinked and traditional advertising industry is faced with the bottleneck of development.In response,the ads planted in TV dramas and films are becoming the order of the day,which stirs heated discussion among audience.The paper studies on the present development of embedded advertising,intending to explore a practical development strategy.
关键词
电视剧/植入式广告/发展策略Key words
TV play/product placement/development strategy引用本文复制引用
出版年
2012
NETL
NSTL
维普
万方数据