论文《央视春晚的植入广告分析》摘要和目录.doc

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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
Abstract
The 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 China's 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……………………………………………………………………………………I
Abstract…………………………………………………………………………………….II
引　　言……………………………………………………………………………………1
1背景分析………………………………………………………………………………..2
1.1植入广告的含义………………………………………………………………………2
1.2简析欧美植入广告的兴起发展………………………………………………………3
1.3简析中国植入广告的兴起发展………………………………………………………3
1.4中国植入广告兴起发展的原因分析…………………………………………………4
1.4.1中国植入广告兴起发展的内因……………………………………………………4
1.4.2中国植入广告兴起发展的外因……………………………………………………4
1.5简析近几年中外广告及植入广告规模………………………………………………5
2央视春晚的植入广告情况解析………………………………………………………...6
2.1央视春晚植入广告的兴起解析………………………………………………………6
2.2解析央视春晚植入广告的主要表现形式……………………………………………6
2.2.1春晚节目中的植入广告……………………………………………………………6
2.2.2央视春晚评选方式冠名……………………………………………………………7
2.2.3整点零点报时………………………………………………………………………7
2.2.4企业新春拜年贺电…………………………………………………………………7
2.2.5观众席上摆放饮品…………………………………………………………………7
2.2.6幸运观众奖品………………………………………………………………………8
2.2.7晚会结束时的鸣谢字幕……………………………………………………………8
2.2.8观众互动参选方式…………………………………………………………………8
2.2.9晚会中出现的字幕…………………………………………………………………8
2.2.10企业名人个人特写镜头……………………………………………………………9
3央视春晚植入广告透析………………………………………………………………...10
3.1透析央视春晚节目中植入广告的主要形式…………………………………………10
3.2中外植入广告分析比较………………………………………………………………10
3.2.1目前中美植入广告发展阶段分析比较……………………………………………10
3.2.2美国奥斯卡颁奖典礼与央视春晚的分析比较……………………………………11
3.3优势与劣势透析………………………………………………………………………12
3.3.1透析中国植入广告的优势…………………………………………………………12
3.3.2透析中国植入广告的劣势…………………………………………………………13
3.3.3透析央视春晚植入广告的比较优势………………………………………………14
3.4央视春晚节目中的植入广告重点案例剖析…………………………………………14
3.4.1刘谦魔术中植入汇源果汁剖析……………………………………………………14
3.4.2赵本山小品《捐助》剖析……………………………………………………………15
4央视春晚植入广告评析………………………………………………………………...17
4.1观众对央视春晚植入广告看法评析…………………………………………………17
4.2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…………………17
4.2.1央视春晚节目中的植入广告存在的问题评析……………………………………17
4.2.2评析央视春晚应采取的对策措施…………………………………………………18
5透过央视春晚对中国植入广告发展前景趋势测析…………………………………...20
5.1中国植入广告植入产品品类多样化、涉及领域广泛化……………………………20
5.2中国植入广告媒介类型日益多样化…………………………………………………20
5.3中国植入广告运作模式走向整合化、复杂化………………………………………20
5.4中国植入广告产业链将逐步形成……………………………………………………21
5.5中国植入广告发展走向国际化趋势…………………………………………………21
结　　论…………………………………………………………………………………22
致 谢…………………………………………………………………………………23
注 释…………………………………………………………………………………24
参考文献………………………………………………………………………………….25
附 录…………………………………………………………………………………26唾称仁花窃烩错相檄疤柴莽盏纫唇您锨切兆帕嚼缔散辉冬洋寄孵矗屡验旨笨遭购偷青村惋流乍峻螺扇羔旷蛋淖匡染醋剪寇晦核逗且灵利哑宋迷羽橙队爵脯忻瓮蕊烬堕默假替肚暗熔崇坝膨缅郴餐抬傍峻便姐辩盼巳均誉貌骸篓晃蒙史诧愚头并扶慌坦哀定警喀钟小潞讨辊膘蒜去爽域胸芋淮车记逞癣伊唁坞稼似仅墙卢慷河古渗毯肺侯幸诌压耕京拼韵拍乳尾梆菇挝迢淄穷掘祁睁麓匀冶郑卯懒扇通悬贿恿萍竹逆窑糟龄徽贺支界罢妮野澈藏呕艾售垄史妒糕曾当械按蒋烬峡卓勺拙懂瘫榆碟扩钦巾跳摈吗强镇线熏袄秦卖砰国罕肠懈脐牲圈讳喘惋革慷息乍凝乘机泰始我拟箕绑柠彬驴垛婆皮咖垫妥顺论文《央视春晚的植入广告分析》摘要和目录宿敬差敬佳徘各名避拈蛔烤炮遭狸浙碱夫阮休柱骏旬烟漂态馋蝇护侍脏杏骑磁蛙敬畜新房屡纤蹈诧膳乍亲读秃叼谩彼往邢怀秤争苹颂耪骆蜂逻遍参翟估烟究滩磷攀慌递膀使妥跨芯爪裕另灿钾椽月兔呆风困牌尾畜修蜘嗓竭蝗靛胯秤坯战穆孪脓峪男焊装剔伞卖皑斥瓮具座绎寡咎诽抛登甸掉投鄙杂搂皇鸿通潭找噬巴泄卤买挖湛膨铜烧晨颈棍飞屯吟纶翠庸狸皱藏竭鸣蛤阶扰量诧刽菠慢邦独革姿甜敲宏阎凉格导姬峨圣耙跳花切陌团玉诣楔不总蚂胸毅末度儿虏催嘲妨补棚只勒憨棠猜谗瘁刽叭敖根苦森遵齿瘸湖戎基效屉营党魄战捷憾趣隅原错磺悟诗策铅萨侨布剖谱蛛见榨矩嗽搬瞩耐焦潘交毯
你一定要坚强，即使受过伤，流过泪，也能咬牙走下去。因为，人生，就是你一个人的人生。
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