摘要：在市场竞争日益激烈、营销手段层出不穷的今天，广告作为一种信息传播与促销的手段迅速发展，广告行业也在不断的提升，让受众在无形中得到广告的摄入。随着广告的支出费用不断攀升，植入式广告应运而生。近些年，国内植入式广告发展的非常快，且形式各异，电视电影、综艺节目和游戏等各个领域都已经涉及到。但由于我国植入式广告发展较晚，植入方式“简单粗暴”，植入式广告存在不少问题。本文旨在深入研究植入式广告的发展，找出其优势及存在问题，提出规避方法及主要对策，以便于植入式广告能够得到更好的发展。70556

毕业论文关键词：植入式广告， 存在问题，对策

Abstract ：Advertising industry continue to rise in the market competition is becoming increasingly fierce, an endless stream of marketing today, advertising, as the means of a kind of information dissemination and promotion the rapid development, so that consumers invisible advertising intake. With the cost of advertising spending continues to rise, implantable advertising came into being. In recent years, the rapid development of domestic implanted advertising, and the form of different, television, variety shows and games and other fields have been involved. However, due to the development of China's implantable advertising is relatively late, the implantation method is simple and crude, the problem of product placement. This paper is to study the development of implantable advertising, find out the advantages and disadvantages, and propose the main countermeasure to avoid the method, which is easy to be developed.

Keywords: Product placement,   Existing problems,  Countermeasures

目  录

一、引言 4

二、文献综述 4

三、植入式广告概念界定 5

四、植入式广告的表现形式 5

（一）场景植入 5

（二）情节植入 6

（三）对白植入 6

（四） 道具植入 6

（五） 音效植入 6

（六） 文化植入 6

五、植入式广告的优势 7

（一）广告信息传递的潜移默化性 7

（二）广告诉求的针对性 7

（三）广告品牌的渗透性 8

六、植入式广告存在的问题 8

（一）品牌适用范围小 8

（二）广告诉求浅显 9

（三）植入过度引发反感 9

（四）定位与广告内容脱离 9

（五）广告主风险增加 9

七、植入式广告的主要对策 10

（一）建立检验和评估体系 10

（二）形式推陈出新 10

（三）针对性投放 10

（四）与产品有关联性 11

（五）全方位灵活植入 11

结  语