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。
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.
出处
《武汉职业技术学院学报》
2012年第5期42-44,47,共4页
Journal of Wuhan Polytechnic
关键词
电视剧
植入式广告
发展策略
TV play
product placement
development strategy
