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隐性广告,一直是广告史上一个争议颇多的学术话题。随着中国电视事业的发展,越来越多的广告在大众眼皮底下泛滥,受众对广告的接受也漫不经心,当看到一条又一条广告袭击,会不由自主地关闭心灵,或干脆拿起遥控器寻找影视剧看。所以,隐性广告就在这样的条件下应运而生了。因此,对策划者和赞助商来说,隐性广告是对传统广告的颠覆性创新,具有多方面的独特优势,这样无疑是成功了;但是对于受众和广告的本质来说,观众常常会被动接受大量的、水平参差不齐的广告,这样无疑又是令人反感的。因此,究竟该如何看待隐性广告,笔者进行了具体分析。
Recessive advertising, advertising has been a controversial history of many academic topics. With the development of China’s television industry, more and more advertisements are spreading under the public eye. Audiences are also unwilling to accept advertisements. When they see advertisements one after another, they will involuntarily close their minds or simply pick up the remote control to look for TV drama look. Therefore, the implicit advertising came into being under such conditions. Therefore, for planners and sponsors, the hidden advertisement is a disruptive innovation on the traditional advertisement with many unique advantages, which is undoubtedly a success; but for the audience and the essence of the advertisement, the audience is often passive Accepting a large number of ads at uneven levels is undoubtedly offensive. Therefore, after all, how to treat implicit advertisements, I conducted a specific analysis.