中国当代影视作品中植入式广告微探
毕业论文关键词：影视作品；植入式广告 ；管理机制
Product placement in Contemporary Chinese Film and Television Works
Abstract：The power of traditional advertising with the transmission channel of the persification in gradually weakened. Meanwhile, implantable advertising industry, become an overwhelming advertising communication way. Advertising in the film and television works, in particular, has become a "new favorite" of business advertising. The development of product placement cut both ways. On the one hand, implantable advertising complied with the new tendency of the development of the media in the new period, embodies the "wisdom" of businesses; But on the other hand, because of the "degree" use of implantable advertising its defects also slowly come out, become a "scum" in the film and television works. Therefore, mastering the development of product placement "degree", to strengthen the management of implantable advertising, improve the quality of the ads, is a necessary condition for its future development.
Key Words：The film and television works；product placement；Management mechanism
目 录
摘要 1
Abstract.1
一.植入式广告概述 2
（一）植入式广告涵义 2
（二）植入式广告产生发展的背景 2
（三）植入式广告发展历程 3
（四）植入式广告的特点 4
二．我国影视作品中植入式广告存在的缺陷 4
（一）植入广告过“度” 4
（二）广告投入资源分布不均 5
（三）影视作品主旨表达受到影响 6
（四）缺乏广告植入的监督管理机制 6
三．我国影视作品中植入式广告的优点 6
（一）提高了广告效益 7
（二）为影视文化事业的发展给予物质支持 7
四. 我国植入式广告的规范 8
（一）明确监管主体，划分权责 8
（二）加强立法，明确责任与义务 8
（三）制作方加强自律，群众参与监督 8
参考文献.9
中国当代影视作品中植入式广告微探
前言
21世纪，伴随着人们物质生活的日益丰富，商家为了占领更广阔的市场，各种各样的广告覆天盖地席卷而来。但是随着人们的生活节奏来越快，传统广告形式因其时间短，目的性过强等原因影响了其宣传效果。与此同时我们注意到，影视市场却一直发展迅速，尤其是一些情感类影视剧，更是屡屡创下收视高潮。通过影视作品，人们更容易去接受和了解那些跟工作无关的商业活动信息，于是，一种新的广告传播方式——植入式广告，便应运而生。自上世纪九十年代家喻户晓的室内情景喜剧《编辑部的故事》中的“百龙矿泉壶”起，植入广告开始逐步渗透到电视剧、电影、晚会等文艺作品之中。在今年，伴随着《小爸爸》《咱们结婚吧》《老有所依》《爱情公寓四》《私人定制》《爸爸去哪儿》等影视作品的热播，植入广告再次引发争议狂潮。
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