论文部分内容阅读
我国电视台盈利主要来源是广告,其中电视剧广告占据主要份额。与此同时,电视剧整体行业竞争激烈,促使电视剧加大广告营销。电视剧的广告营销主要包括电视剧包装、贴片广告和植入广告。由于电视剧的“限广令”的出台,插片广告基本杜绝,电视剧的广告营销不断地往植入广告发展。电视剧的广告植入式广告通过道具、场景等的设计,演员屏幕的形体演出,以对演员的认同、形象的消费,观众建立一套机制来自我说服,进而附带地认同与接受广告的诉求,最终以适应广告诉求的视觉方式改变了电视剧影像的存在形态。
The main source of profit of China’s television stations is advertising, of which TV plays occupy a major share. At the same time, the drastic competition in the overall drama industry has forced the drama to intensify its advertising and marketing efforts. Advertising drama TV series mainly include drama packaging, placement ads and placement ads. Due to the introduction of TV series “Limited Guang Ling ”, plug-in advertising basically put an end to the drama advertising marketing continue to implant advertising development. TV commercial ads implanted ads through the props, scenes and other design, the actors screen body performance, to the actor’s identity, image consumption, the audience to establish a mechanism to persuade myself, and incidental recognition and acceptance of ads appeal, In the end, the visual way of adapting to advertisement demands has changed the existing form of television drama.