电视综艺栏目中的植入式广告研究——以湖南卫视为例  

On the Embedded Advertisement of TV's Synthesis Skill Column: A Case Study of Hunan Satellite TV

作　　者：吴月艳[1] 符红娟[1] 

机构地区：[1]湖南科技大学商学院,湖南湘潭411201

出　　处：《湖南科技大学学报（社会科学版）》2015年第1期127-130,共4页Journal of Hunan University of Science and Technology(Social Science Edition)

基　　金：省教育厅重点项目(12A046)

摘　　要：植入式广告与硬广告相对,由于较好地规避了受众对广告的排斥心理,到达率高,从而受到各方青睐。以湖南卫视综艺栏目中的植入式广告为研究内容,在分析其现状的基础上指出综艺栏目中的植入式广告应不断寻求创新方式、增强趣味性、积极与受众互动、抓住植入的关键时机等策略,使电视栏目与广告主获得双赢。Compared with the hard advertisement, the embedded advertisement, due to its better avoid- ance of the audiences＇ psychological repellenee to the advertisement and the high arrival rate to the audiences, has been enjoyed great popularity from all parties. Taking the embedded advertisement of Hunan Satellite TV＇s synthesis skill column as the research contents and analyzing its current situations, this paper sug- gests that the embedded advertisement in the TV＇ s synthesis skill columns ought to continuously seek for inno- vative methods, strengthen interestingness, interact positively with the audiences, and catch the best time of embedding the advertisement, so as to achieve the win -win between the advertiser and the TV column.

关 键 词：植入式广告 电视综艺栏目 应用研究 发展策略 

分 类 号：G22[文化科学]