摘 要：近年来，随着电视媒介的不断发展，植入式广告逐步成为未来影视广告经营的新趋势，受到越来越多的广告主的青睐。这种改变传统广告诉求方式和传播坏境的新的营销模式是有其存在意义的。基于热播剧《爱情公寓》作为研究样本，以其优点和缺点来评估植入式广告营销的市场条件，然后对《爱情公寓》中所出现的车类、电子类、食品类、网站及酒饮料类等不同广告形式进行概括分类和简要分析，再次重点对电视剧中出现的剧情植入、场景植入、道具植入及台词植入等几种植入表现手法进行说明并提出案例，最后就其成功之处给予肯定评价。通过这一系列的分析与说明从而完成对植入式营销模式的进一步了解与掌握。54679

毕业论文关键词：植入式广告，植入技术，营销模式，效果评估

Abstract: In recent years, with the continuous development of the television media, product placement has gradually become a new trend in television advertising in the future, more and more advertisers of all ages.This change traditional advertising appeals and dissemination bad environment is a new marketing model has its significance.Based on the hit series "Love Apartments" as the study sample, to assess the advantages and disadvantages of its implantable advertising and marketing market conditions,then "Love Apartments" that appear in the car category, electronics, food, wine, beverages and other websites and the different forms of advertising to generalize classification and brief analysis,once again focus on the drama of the story appears in the implant, implant scenes, props and other types of implants and implant performance lines implantation techniques are described and presented cases,finally, give positive evaluation of its success.Through this series of instructions to complete the analysis and better understanding of the implantable marketing model and master.

Keywords: placement,implant technology,marketing model,impact assessment

目  录

一、前言5

二、植入式营销的市场状况••5

（一）植入式营销的优点•5

（二）现存植入式营销的缺点6

三、《爱情公寓》植入广告概括与案例分析•6

（一）车类产品6

（二）电子类产品•7

（三）食品类产品•7

（四）网站广告7

（五）酒类饮料类产品8

四、《爱情公寓》植入广告表现手法•8

（一）剧情植入8

（二）场景植入9

（三）道具植入9

（四）台词植入10

五、《爱情公寓》植入广告成功之处•11

结论•13

参考文献14

致谢•15

一、前言

“植入式广告”即植入式广告营销，是一种新兴的随着电影、电视、游戏、娱乐而发展起来的广告形式。将商家的产品、标记或者服务巧妙地融入到电影或电视剧中，潜移默化地对消费者产生影响，给消费者留下产品及品牌形象，从而达到营销的目的。[1]“植入式广告”又称软性广告、隐性广告，它不同于传统广告的营销模式，通过一系列手法，隐蔽地传达信息，成功的规避消费者对传统广告形式的抵触心理，实现了电视剧与广告主的双赢。

植入式广告由原先的依托电影媒介逐渐延伸到电视剧媒介上来，中国电视剧由原先的《无懈可击之美女如云》到《奋斗》再到《丑女无敌》，植入式广告在青春偶像剧中的应用尤为明显。《爱情公寓》是一系列描写年轻人生活的都市情景喜剧，从第一季到第三季植入了大量的产品广告，并与场景、情节巧妙融合，手法独特到位，是植入式广告的成功案例。在本文中，以此电视剧作为样本，进行广告营销模式分析。