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在广告信息铺天盖地的时代,观众极易对广告产生视觉疲劳,对广告的信任度下降,抵触和排斥心理也越来越强,广告的投放效果也因此降低。为了得到更好的传播效果,在影视作品、文艺演出、体育比赛、新闻报道甚至文学作品中都出现了大量的置入式广告,作为一种新兴的广告传播形式,置入式广告从一出现就显示了其强大的生命力,并以其独特的传播形式和显著的传播效果成为广告界的新宠。本文从传播学的视角全面解读置入式广告,尤其是置入式广告与传播模式的本质渊源。
In the age of advertising information is overwhelming, the audience can easily visual fatigue caused by advertising, decreased trust in advertising, contradiction and exclusion are more and more psychologically, the advertising effect is thus reduced. In order to get a better communication effect, a large number of in-box advertisements have appeared in the film and television works, theatrical performances, sports competitions, news reports and even literary works. As a new form of advertisement dissemination, It shows its strong vitality, and with its unique form of communication and significant dissemination of results has become the new darling of the advertising industry. In this paper, a comprehensive interpretation of In-Place Advertising from the perspective of Communication Studies, especially the intrinsic origin of In-Place Advertising and Communication Modes.