《来自星星的你》植入性广告研究  

Analysis About The Brand Placement Of My Love From the Star

作　　者：李妍[1] 

机构地区：[1]中央民族大学文学与新闻传播学院,北京100081

出　　处：《现代广告》2014年第21期41-49,共9页Modern Advertising

摘　　要：《来自星星的你》的播出在东南亚地区获得了很大成功。除了创造了不俗的收视率佳绩之外，其中的植入性广告也促使商品大卖乃至脱销，取得了口碑和业绩的双丰收。本文对这部剧中的植入性广告进行文本分析，发现其植入性广告和影片风格相吻合，植入性广告在影片中出现的频次控制得当，并且巧妙的将韩国文化植入在剧情中。这些成功经验可以被我国的影视剧植入广告借鉴学习。The broadcast of the My Love From the Star was a great success in southeast Asia.In addition to a high ratings,The brand placement has prompted goods sold or even out of stock.The TV series has a good reputation and good grades.This article focuses on the brand placement by using text analysis.Through the study we found that the brand placements are consistent with the genre,the frequency of the brand placement is appropriate,and the brand placement associated South Korea＇s culture with the story.These successful experiences can be provided examples for our country＇s brand placement.

关 键 词：来自星星的你 植入性广告 影视剧 

分 类 号：F713.80[经济管理—广告]