摘要: 近年来，由于明星户外竞技真人秀节目受到热捧，加之其宽松的节目环境，越来越多的植入式广告在节目中出现。通过对《奔跑吧兄弟》明星户外竞技真人秀节目中植入式广告的研究发现，植入式广告通常以游戏奖励、道具植入、节目场景植入、节目画面植入的形式在节目中出现，而这种多形式的植入也使植入式广告在节目中存在一些问题，一方面频繁生硬植入引发观众的反感，另一方面植入产品在节目中表达受限，这些问题阻碍着明星户外竞技真人秀节目和植入式广告的发展，为了解决这些问题 ，笔者提出植入式广告应加强植入产品与节目内容的融合、增强与观众的互动、创新植入方式的发展策略，从而推动植入式广告与明星户外竞技真人秀节目的持续发展。43683

毕业论文关键词：明星户外竞技真人秀节目；植入式广告形式；《奔跑吧兄弟》

Product Placement Research of Star Outdoor Competitive Reality Show —— With Chinese Running Man as an Example

Abstract : In recent years, due to popular reality show of star outdoor sports together with its loose program environment, more and more product placements appear in programs. Through research on product placements in reality show of star outdoor sports Running Man, we find that product placements often appear in the form of game rewards, prop implantation, program scene implantation and program screen implantation. What is more, this kind of implantation with multiple forms also makes product placements have some problems in programs. On the one hand, frequent and incondite implantation gives rise to audience’s antipathy. On the other hand, expression of implanted products is limited in programs. These problems hinder development of reality show of star outdoor sports and product placements. In order to solve these problems, the writer puts forward that product placements must strengthen integration between implanted products and program contents, enhance interaction with audience and innovate development strategy of implantation modes, which thereby pushes forward sustainable development of product placements and reality show of star outdoor sports.

Key words: Star Outdoor Competitive Reality Show; Product Placement Form; Chinese Running Man

目    录

摘   要 1

Abstract 1

一、明星户外竞技真人秀节目植入式广告概述 2

（一）植入式广告的定义 2

（二）植入式广告的发展现状 3

（三）植入式广告的形态特征 4

二、《奔跑吧兄弟》节目植入式广告形式分析 4

（一）以游戏奖励方式出现 4

（二）以道具形式植入 5

（三）节目场景植入 5

（四）节目画面植入 6

三、《奔跑吧兄弟》节目植入式广告存在的问题 6

（一）频繁植入引发观众反感 7

（二）植入式广告产品表达受限 8

（三）植入式广告与节目内容生硬结合 8

四、明星户外竞技真人秀节目中植入式广告发展策略 9

（一）植入式广告与节目内容深度融合