中国电视剧植入广告研究

On Product Placement in Domestic TV Series

电视剧植入式广告伴随着影视业的发展,在社会上占有一席之地。这种广告方式能够在潜移默化中将品牌信息带给观众,使观众了解、接受,为企业带来效益,但也存在着实践误区。对当下我国植入式广告的现状进行分析,通过对剧情的梳理,分析当前国产剧植入式广告的优缺点,进一步对我国植入式广告的未来发展提供研究策略。

With the development of the fi lm and television industry,product placement gets popular TV series.The advertisements of this kind can make audiences understand and accept the brand information pushed to them unconsciously,so that benefi ts can be brought to the enterprise;however,there are still some misunderstandings in the practice.In this sense,this paper analyzes the current situation of product placement,discusses the advantages and disadvantages of product placement in domestic TV series,and provides research strategies for the future development of product placement in our country.