I [键入公司名称]

韩国综艺节目中植入式广告的植入方式研究

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精品资料 摘要

近几年韩国的电视节目在全球，特别是在亚洲受到广大观众的喜爱。其中韩国的综艺节目更是突出，因此对韩国综艺节目中的植入式广告产生兴趣。植入式广告近年来发展迅速，不仅在业界引起了关注，也引起了学界的研究兴趣。植入式广告从上个世纪90年代开始飞速发展到现在，植入式广告方式很多样。比如通过情节植入、对话植入、音乐植入、道具植入、场景植入等方面，利用这些方式植入广告与情节有机融合，虽然提升了品牌认知效果，有效了传播了韩国文化，但是存在着违反法律、给青少年不良教育、妨碍相关部门工作等方面的不足。因此，希望通过对比韩国综艺节目的植入式广告，对我国植入式广告的发展具有借鉴意义。

关键字 韩国综艺节目 植入式广告 受众

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精品资料 Abstract

In recent years, South Korea's TV show in the world, particularly in Asia,

the majority being welcome. South Korean variety show which audiences

loved by the majority, so the Korean variety show product placement is also

implanted a little attention. In recent years, the rapid development of product

placement, not only attracted the attention of the industry, but also aroused

interest in academic research. Korea product placement from the 90s of the

last century to the present rapid development. Currently various Korean variety

show widespread use of product placement. This paper research the way

implant product placement on the Korean variety show, as well as product

placement of the way, dissemination of results, defects, and other aspects of

reference. The main characteristics exists in the way, such as implants plot,

dialogue implantation, implantation of music, props implants, implants and

other aspects of the scene. Significance was on its way from.

Keyword：product placement ；Korea variety show； audience

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精品资料 目录

摘要 ........................................................................................................... I

Abstract .................................................................................................. IV

目录 ........................................................................................................ VI

一、韩国综艺节目中植入式广告的现状 ..................................................... 1

（一）植入式广告 ..................................................................................... 1

（二）韩国综艺节目中植入式广告的现状 ................................................. 2

1.市场规模大，传播效果好 ................................................................ 2

2.植入方式灵活多样，与剧情自然融合 .............................................. 3

二、韩国综艺节目中植入式广告的植入方式 .............................................. 4

（一）情节植入 ......................................................................................... 4

（二）对话植入 ......................................................................................... 5

（三）道具植入 ......................................................................................... 6

（四）场景植入 ......................................................................................... 7

（五）音乐植入 ......................................................................................... 8

三、韩国综艺节目植入式广告的传播效果分析 .......................................... 8

（一）广告与节目情节的有机融合，提升了品牌认知效果 ........................ 9

（二）提升节目的现实感与生动感 ............................................................ 9

（三）有效传播了韩国文化 ..................................................................... 10

四、韩国综艺节目植入式广告的不足与解决方案 ..................................... 11

（一）韩国综艺节目中植入式广告不足 .................................................... 11

1.过度详细植入违反《通信法》 ....................................................... 11

2.给青少年不良教育 ......................................................................... 12

3.相关部门妨碍工作或营业 .............................................................. 12

（二）改善建议 ....................................................................................... 13 ______________________________________________________________________________________________________________

精品资料 1.充分沟通，减少植入痕迹 .............................................................. 13

2.多种营销方式结合 ......................................................................... 13

3.制定相关的法律法规 ..................................................................... 13

五、韩国综艺节目植入式广告的借鉴意义 ............................................... 14

致 谢 ..................................................................................................... 16

参考文献 ................................................................................................. 17

附录1 ...................................................................................................... 19

附录2 ...................................................................................................... 20