摘要
文章从受众心理的角度对植入式广告的效果进行分析,探讨影视作品中的植入式广告如何能达到最佳的广告效应。文章运用心理学的方法,从受众的有意注意和无意注意入手,结合案例分析四种基本的植入式广告的特点,并就植入式广告如何更好地为受众所接受进行了方法总结。
This paper analyzes the effect of product placement from the psychology of audience, discusses the advertising effect of product placement in films and televisions. The Method of Psychology is used to analyze the characteristics of four types of product placement starting from audience Voluntary attention and involuntary attention. The way how the product placement in films and televisions achieves the optimal advertising effect is explored also.
基金
"中央高校基本科研业务费资助"(supported by"the Fundamental Research Funds for the Central Universities")项目编号:FRF-BR-12-002
关键词
植入式广告
受众心理
注意
product placement
the psychology of audience
attention