摘要
偶像养成类节目进入井喷式发展状态,本文以偶像养成类节目《青春有你Ⅱ》为载体,探索植入式广告效果的影响因素,为植入式广告的模式多样化创造条件。根据问卷所得数据,首先通过因子分析对指标降维,将具有复杂关系的影响因素指标综合为少数几个因子。然后进行结构方程模型构建,研究影响因素与广告效果之间的关系,最后得到结论并给出发展建议,以提升植入式广告在偶像养成类节目中的传播效果。
the idols to develop programs into explosive growth,based on the icon to develop programs"have youⅡyouth"as the carrier,to explore the influence factors of implantable advertising effectiveness,create conditions for product placement mode diversification.According to the data obtained from the questionnaire,the dimensionality of the indexes was first reduced by factor analysis,and the indexes of influencing factors with complex relations were synthesized into a few factors.Then the structural equation model is constructed to study the relationship between the influencing factors and the advertising effect,and finally the conclusion is drawn and the development Suggestions are given to improve the communication effect of product placement in idol cultivation programs.
作者
邵萍
张辉
SHAO Ping;ZHANG Hui(School of Data Science and Intelligent Media,Communication University of China,Beijing 100024)
出处
《中国传媒大学学报（自然科学版）》
2020年第5期38-41,45,共5页
Journal of Communication University of China：Science and Technology
基金
北京市社会科学基金重大项目“北京深化文化消费领域供给侧结构性改革研究”(20ZDA07)阶段性成果
关键词
植入式广告
偶像养成类节目
影响因素
因子分析
结构方程模型
product placement
idol cultivation program
influencing factors
factor analysis
structural equation model
