国外植入性广告研究述评  

A Review on Oversea Placement Advertising Research

作　　者：赵明[1] 

机构地区：[1]厦门大学管理学院,厦门361005

出　　处：《现代广告》2014年第12期34-43,共10页Modern Advertising

摘　　要：随着信息的膨胀和消费者自由选择权力的增长，传统商业广告明显劝说意图的弊病日益突出，而植入性广告以其灵活和隐蔽的特点倍受青睐。本文通过对西方植入性广告的研究梳理和评述。从植入方式、产品、个体、媒体、社会文化和政府管制六个方面构建了一个该领域的综合研究框架，并指出了该领域的研究热点和未来研究趋势，为我国植入性广告的研究提供一定的理论基础，本文对植入性广告的实践者们也具有一定的借鉴意义。As the information expanding and increasing power of selecting freely for customer, the persuasion effect of traditional advertising getting worse becase of the obvious intention,and placement advertising which is flexible and secluded has attracted great attention.The current paper makes a review on the field of placement advertising research, then builds a comprehensive framework which includes six fields： placement, product, individual, media, social culture and government regulation. Finally,the author points out the hot point and tendency this area ,which not only supply some theories for other researchers but also provide advisement for practitioners.

关 键 词：植入性广告 产品植入 品牌植入 游戏植入广告 

分 类 号：F713.80[经济管理—广告]