电视剧植入式广告对品牌形象建构的探索被引量：2

导出

摘要植入式广告并不是一个新鲜事物,以往学者因论证视角的不同对于植入式广告所下的定义也不尽相同,但基本都囊括了广告主、广告载体、广告信息及广告受众几个方面。国内学者卢长宝基于国外学者的研究,将植入式广告定义为：＂植入式广告在很大程度上是指品牌商支付一定费用给媒介所有者,

作者董建义张金秀

机构地区信阳师范学院信阳学院

出处《当代电视》 CSSCI 北大核心 2017年第9期101-102,共2页 Contemporary TV

基金河南省教育厅人文社科项目"‘互联网+’背景下河南‘老字号’品牌形象深度设计研究"(项目编号2017-ZZJH-464) 河南省社科规划课题"城市公共服务视觉管理研究"(项目编号2016CYS035)

关键词植入式广告品牌形象电视剧国外学者广告载体广告受众广告信息广告主

分类号 F713.8 [经济管理—广告] J905 [艺术—电影电视艺术]

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参考文献1

1卢长宝,王丹丹.国外植入式广告研究新进展评介[J].外国经济与管理,2010,32(12):36-42. 被引量：18

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