代写范文

留学资讯

写作技巧

论文代写专题

服务承诺

资金托管
原创保证
实力保障
24小时客服
使命必达

51Due提供Essay,Paper,Report,Assignment等学科作业的代写与辅导,同时涵盖Personal Statement,转学申请等留学文书代写。

51Due将让你达成学业目标
51Due将让你达成学业目标
51Due将让你达成学业目标
51Due将让你达成学业目标

私人订制你的未来职场 世界名企,高端行业岗位等 在新的起点上实现更高水平的发展

积累工作经验
多元化文化交流
专业实操技能
建立人际资源圈

The endogenous advertising

2019-09-21 来源: 51Due教员组 类别: Paper范文

下面为大家整理一篇优秀的paper代写范文- The endogenous advertising,供大家参考学习,这篇论文讨论了内生广告。内生广告,指的是通过利用影视剧中拍摄的场景、道具和角色对剧情内容重新组合而形成的衍生内容,即在剧集内以情节内容呈现广告的形式。这种广告形式根植于影视作品中保持情节内容的原创,让产品成为主角,与剧目共生共存。就目前来看,一些热门原创小说、游戏等优质内容改编而成的影视作品,都开始采纳内生广告这种广告形式,且都取得了不错的传播效果。

Endogenous advertising refers to the derivative content formed by recombining the plot content through the scenes, props and characters shot in the TV series, that is, advertising is presented in the form of plot content in the TV series. This form of advertisement is rooted in film and television works to keep the original plot content, so that the product becomes the leading role and co-exists with the drama. At present, some domestic popular original novels, games and other high-quality content adapted from the film and television works, have begun to adopt the form of endogenous advertising, and have achieved a good dissemination effect.

The accompanying advertisement dominated by the brand side belongs to the category of hard advertisement. The form of this kind of advertisement is blunt and straightforward, and it is mainly displayed before and after the broadcast of movies and TV dramas. The audience's acceptance degree is low, and some may even have resistance. Although the traditional embedded advertisement dominated by content avoids the disadvantages of blunt, straightforward and far-fetched implantation of the accompanying advertisement, sometimes the content and the brand fail to achieve a good integration, resulting in the audience's low perception of the advertisement. And endogenous interactive effect has been widely used in advertising forms of advertising and combining the present story of expression product features and natural fusion, with a relaxed and humorous story into products, and make advertisement from the part of the drama, let the brand to achieve reasonable upstage also does not affect the integrity of the drama, film and television works. Endogenous advertising makes up for the shortcomings of the first two, arouses the initiative of products in content production to the greatest extent, and realizes the creative expression of advertisements. For example "yanxi palace" inserted such an endogenous advertisement: auspicious and a few palace girls in the embroidery room talk about the usual organs calculate all the palace girls exquisite, because did not calculate their own month, when going to the queen to send embroidery will be dirty skirt. Jixiang immediately said that gem recommended an App that could accurately predict the pomelo period of aunt, and displayed the embroidered pomelo LOGO on her hand. The advertisement of this software focuses on the female nursing function point of pomelo product to create an independent special article, and the introduction of auspicious characters into the advertisement will not make the audience feel jumping and abrupt, so the publicity effect is good.

Endogenous advertising refers to bullet screen, band-aid, creative insertion, pressure screen and other forms of advertising, so that the content, brand and the audience direct dialogue is possible. In yanxi palace, gao guifei once asked for a job at the party of the concubines, and a band-aid advertisement of the pomelo App appeared on the screen at the right time: "gao guifei should be a person, just like his aunt's mother every day". Er qing seduced fu heng in the play, the master 1 on 1 App appeared a pressure screen advertising: "I turn my hand to dump your face ideological character book!!! "Such endogenous advertisements not only conform to the specific characters in the drama, but also conform to the current trend of" ridicule is prevalent ". The topic of ridicule in the advertisement is derived from the drama, which not only conforms to the story plot of the film and television works, but also lives the audience's atmosphere of watching the drama, and conforms to the behavior preference of the young audience when watching the drama. The endogenous advertising station transmits product information from the perspective of the audience and makes fun of it in the tone of the audience. It changes the previous form of advertising that is self-talking and self-talking, makes it possible for the advertising products to have dialogue with the audience, enhances the sense of communication and interaction of the audience, and easily causes emotional resonance of the audience.

Endogenous advertising attaches great importance to putting the concept and characteristics of products into the content of film and television works through creative expression, so as to attract the audience's attention. The use of some network sense elements in the endogenous advertisement can promote the product to enter the audience's viewing habits more easily, so as to improve the audience's acceptance of product information, which is conducive to the advertiser to achieve both public praise and economic benefits. In yanxi palace, the emperor accidentally caught scabies itch, iQIYI in this logic to make a patch advertising, "999 dermatitis flat: 'at the moment the emperor needs a dermatitis flat, stop itching fast, also moist oh. '" reflects the dermatitis flat "antipruritic" this product characteristics. Although the audience knows that it is an advertisement, they are still attracted by its humor, sense of the Internet, non-sensical elements and creative ideas, thus increasing the audience's favorable impression of the brand.

Advertisers through humorous, flexible and appropriate language description of their commodities, services and other details of the performance, gradually formed their own unique language environment. In addition, advertisers now pay more attention to give the brand personalized characteristics. The delay jubilee strategy shaping actress wei wreaths all smart (she is) intelligent, dare to love dare hate characters, the audience watch the programs at the same time, the lotus root starch balls, YongHe hair transplant, secondary and tertiary App and owners such as one-to-one brand advertising without acosmia feeling associated with hero characters a positive image, in virtually aroused the audience's purchase desire, so that the audience will purchase desire turns into consumer behavior. For example, when wei yingluo was eating lotus root noodle ball, she might let the audience have a psychological suggestion that eating lotus root noodle ball would make them become as excellent as her, and then stimulate the audience's purchase demand. Shaping the personalized characteristics of the brand can let the audience perceive the temperature of the brand, and understand and recognize the brand at the same time.

The emergence of endogenous advertising breaks through the traditional advertising thinking. "invisible" advertising shortens the distance between advertisers, broadcast platforms and audiences, strengthens the sense of interaction among the three parties, and balances the game among advertisers, broadcast platforms and audiences. First of all, for advertisers, endogenous advertising makes the play content and product characteristics ingeniously integrated, and fully displays the brand positioning, concept and value in specific scenes to achieve the purpose of brand product publicity. Secondly, for the broadcast platform, the form, quantity and time of advertising can be arranged according to the actual situation of TV and film ratings during the broadcast process, so as to achieve accurate advertising and reasonable allocation of resources. Finally, for the audience, participation in advertising through bullet screen can enhance their own initiative and sense of participation, which is conducive to the broadcast platform and advertisers to timely understand the audience's feedback on advertising information, so as to effectively avoid the embarrassing situation of brand owners talking to themselves. In this way, advertisers, broadcast platforms and audiences build a bridge of negotiated multi-directional information interaction.

Endogenous advertisements have won a good social response by virtue of humorous, funny, web-sensitive and non-sensical creative elements. However, to understand endogenous advertisements, which are symbolic expressions, audiences need to master specific knowledge structure and cultural background. Now, endogenous advertising still is only applicable to young group, along with the network was born and raised for older audience, they are probably a potential customer advertising products, but because of the limitations of conditions such as living environment, knowledge, literacy, they may not be able to accurately grasp the endogenous advertising "younger" form of expression, lead to their perception of the advertisement degree is not high. Although endogenous advertising has gradually formed its own unique narrative style, it cannot ignore the accurate positioning of the audience. Advertisers and broadcast platforms should reasonably arrange advertising forms according to the easy acceptance of specific target audience to avoid resource waste.

In order to gain more commercial benefits, yanxi palace added a large number of endogenous advertisements in the later period. From the perspective of advertising exposure, pulsating, pomelo and haichang distributed exposure throughout the whole process, and 999 deryanping, yonghe hair planting and other brands gradually increased exposure in the later period. From the perspective of the form of advertising, telenso, yishan, osman, anji star and others customized advertising through the form of "plot post", cha-cha and haichang are mainly customized advertising in the form of "hint post". It is difficult for many brands to deepen the audience's impression of these brands by participating in plot customization. Some tips that are not related to the plot are posted and repeated at a fixed time in each episode, which may also cause discomfort for the audience.

At present, there are some problems in endogenous advertisements, such as unclear copyright, unclear rights and responsibilities, and crude content of inserted advertisements. In addition, some Internet finance companies that are not standard enough play the edge of the Internet, exaggerate the benefits, and present the content that does not meet the requirements of laws and regulations to the public in the form of creative advertising, which may also mislead the audience. In order to achieve good results, advertisers and broadcast platforms should create advertisements based on high-quality content. When choosing to place advertisements, the brand should also comprehensively consider such factors as the fit between the brand and the film and television works, the consistency of the target customer group and the audience of the film and television works, and the advertising cost.

Nowadays, endogenous advertising has become an inevitable trend in the development of film and television product placement advertising. As a neutral product of the game between the advertiser, broadcast platform and audience, endogenous advertisement makes the product placement realize a transformation from "product placement" to "integration". Its funny and weird advertisement form is conducive to the improvement of consumers' word of mouth, and its development prospect should not be underestimated. However, if the problem of endogenous advertising is not paid attention to, it may also bring a lot of negative effects to the advertising market.

51due留学教育原创版权郑重声明:原创paper代写范文源自编辑创作,未经官方许可,网站谢绝转载。对于侵权行为,未经同意的情况下,51Due有权追究法律责任。主要业务有essay代写、assignment代写、paper代写服务。

51due为留学生提供最好的paper代写服务,亲们可以进入主页了解和获取更多paper代写范文 提供作业代写服务,详情可以咨询我们的客服QQ:800020041。

上一篇:Digital painting 下一篇:The ceramic jewelry