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1、南京艺术学院硕士学位论文影视剧植入式广告研究姓名：陈安奕申请学位级别：硕士专业：艺术学指导教师：王晨教2011-06-09南京艺术学院硕士论文II英文摘要Greatdevelopmentintheculturalindustrytoday,filmandtelevisionindustry,thereisnodoubtbecomethemostpopularbranchofadvertising,liketwinsalonglikeaTVdramaindustry.Withthenationalbroadcastcommercialsforthetra
2、ditionalfrequencyandtimeofincreasinglystringentrestrictionsontheaudience'sinnateaversiontotraditionaladvertising,traditionaladvertisingmoreandmoresmalllivingspace,soplacementinfilmandtelevisiondramainrecentyearsasadvertisersexposepursuedbywayoftherapidprogressinrecentyears,howev
3、er,hasexposedtheplacementinmoviesandtelevisionanumberofissues,suchastheimplantationofrigid,toomanytimes,softandwidewideharden,becomeanobstacletothedevelopmentofastumblingblockplacement,Wehavetofacethisproblem.Inthispaper,filmandtelevisiondramaastheresearchobjectplacement,placeme
4、ntinfilmandtelevisiondramafromthehistory,definition,andthepracticalapplicationathomeandabroadtostart,firstofallforplacementinfilmandtelevisiondramaareclassifiedinto:linesimplantation,theroleofimplants,implantsprops,sceneimplants,implantsplot,advertisingrepresentationimplantedsix
5、categories,sothatadvertisers,producers,viewershaveaclearandclearclassification,butalsotheplacementisintheoperationalleveldivisionoftheimplementationeasier.Aftertheclassification,fortheplacementoftelevisiondramatosortoutanalysisoftherelevantfactors,includingtheimpactofadvertisers
6、,theproducersoftheaudienceofthree,sortoffactorswillinfluencethedepthstudyoffilmandtelevisiondrama,aftercompletionofimplantablemodeoftransmissionandtheestablishmentofadmodel,whichspreadbymeansofSchramm'sevenatheory,first,"Schrammcircularmodel",thesecondis"Schrammmasscommunication
7、processmodel",basedonthesetwotheories,thenFilmandTelevisionadvertisementswithitsowncharacteristicsandplacementinoperationoftheprocessofmodelbuilding.Modelfinished,usingthemodelforthe"11degreesYouth"and"OldBoy"casestudies.Foradvertisersandproducershavepracticalsignificance,butals
8、oforfutureplacementinfilmandtelevisiondramatech
