论文《央视春晚的植入广告分析》摘要和目录.doc

北京联合大学 毕业论文 摘 要植入广告潮流已在国际蔓延开来，在中国植入广告发展如火如荼，目前已初步显示出巨大的经济效益，其发展前景不可估量。央视春晚作为国内收视率位居前列的电视节目，植入广告自然必不可少。由于我国植入广告发展尚处于起步期，必然会遭遇各种各样的问题。由于本人理论知识及社会阅历等方面资历较为浅薄，所以仅从一些基础层面对植入广告及央视春晚植入广告进行探究。本文主要通过对植入广告的含义、中外植入广告兴起发展状况及中国植入广告兴起发展的原因等背景情况的了解分析，借鉴诸多学者的相关研究成果，论述了植入广告的优势与劣势。在观看历年春节联欢晚会光盘的基础上，归纳出央视春晚植入广告的兴起、主要表现形式及优势；分析了观众对于春晚植入广告的看法；总结春晚节目中植入广告存在的问题，提出了应对央视春晚节目中存在问题的一些对策措施。通过认清央视春晚节目中植入广告存在的问题，进而采取相应的措施完善植入广告，使其逐步走向成熟。通过中外对比，发现差距，促使中国植入广告跟上时代的步伐。总体上把握植入广告迅速发展的本质，找出影响植入广告发展水平与促进广告传播的因素，得出植入广告具有很好的发展前景，认清植入广告发展趋势，以引导中国植入广告走向健全和成熟为目标，把握未来广告的流行趋势，掌握无尽的商机。 关键词：植入广告 央视春晚 前景趋势 AbstractThe tide of product placement have already spread in the world, the development of product placement is in full swing in China. It has initial shown great economic benefits and its development prospects immeasurably. CCTV Spring Festival Gala as a domestic television programs with highest ratings, in which product placement is naturally essential. Since the development of product placement in China is still in its early stage, it is bound to encounter various problems. As my theoretical knowledge qualifications and social experience are less superficial, so I can only explore product placement and product placement in the CCTV Spring Festival Gala at the basic level. In this paper, Mainly through getting to know the background such as the meaning of product placement, the rise and development situation of product placement, and the reasons of the rise and development of China and abroad product placement. Draw on relevant research from other scholars, discusses the strengths and weaknesses of product placement. By watching CD of previous CCTV Spring Festival Gala, summarized the rise of product placement in the CCTV Spring Festival Gala, the main form of performance and comparative advantages. Analysis the audience response to CCTV Spring Festival Gala implant product placement. Summed up the problems of product placement in the program of CCTV Spring Festival Gala, and related strategies to solve the problems. By recognizing the problems of product placement in the program of CCTV Spring Festival Gala, and then take the appropriate methods improve product placement, made it mature gradually. By comparing Chinese and foreign-related cases, identify gaps, so that product placement in China keeping pace with the world. Overview of the nature of the rapid development of product placement. To find out the factors that affect the development level of product placement and promote advertising communication. Derived product placement has a very good development prospects, and understand the development trend of product placement, to guide Chinas product placement to improve and mature. To grasp the future advertising trends, to master the endless business opportunities.Key Words：Product placement CCTV Spring Festival Gala Future trends 目 录摘 要IAbstract.II 引言11背景分析.21.1植入广告的含义21.2简析欧美植入广告的兴起发展31.3简析中国植入广告的兴起发展31.4中国植入广告兴起发展的原因分析41.4.1中国植入广告兴起发展的内因41.4.2中国植入广告兴起发展的外因41.5简析近几年中外广告及植入广告规模52央视春晚的植入广告情况解析.62.1央视春晚植入广告的兴起解析62.2解析央视春晚植入广告的主要表现形式62.2.1春晚节目中的植入广告62.2.2央视春晚评选方式冠名72.2.3整点零点报时72.2.4企业新春拜年贺电72.2.5观众席上摆放饮品72.2.6幸运观众奖品82.2.7晚会结束时的鸣谢字幕82.2.8观众互动参选方式82.2.9晚会中出现的字幕82.2.10企业名人个人特写镜头93央视春晚植入广告透析.103.1透析央视春晚节目中植入广告的主要形式103.2中外植入广告分析比较103.2.1目前中美植入广告发展阶段分析比较103.2.2美国奥斯卡颁奖典礼与央视春晚的分析比较113.3优势与劣势透析123.3.1透析中国植入广告的优势123.3.2透析中国植入广告的劣势133.3.3透析央视春晚植入广告的比较优势143.4央视春晚节目中的植入广告重点案例剖析143.4.1刘谦魔术中植入汇源果汁剖析143.4.2赵本山小品捐助剖析154央视春晚植入广告评析.174.1观众对央视春晚植入广告看法评析174.2评析央视春晚节目中植入广告存在的问题及应采取的对策措施174.2.1央视春晚节目中的植入广告存在的问题评析17