传播学视角下的置入式广告探析  

Analysis of Product Placement with the View of Communication Science

作　　者：张社宁[1] 

机构地区：[1]长江大学文学院,湖北荆州434023

出　　处：《新余高专学报》2011年第1期29-31,共3页Journal of XinYu College

摘　　要：从传播学的角度看,置入式广告的兴盛与其信息传播机制、致效因素、媒介生存环境等紧密相关。而置入广告的类型、置入手法及广告置入的密度等因素会对置入式广告的传播效果形成影响。From the perspective of communication science,the rise of product placement is closely related with information communication system and the effect factors,media＇s living environment,etc.But the type of placing ads,technique and density can affect the communication effect of product placement advertisement.

关 键 词：置入式广告 传播 效果 

分 类 号：G206.3[文化科学—传播学]