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网络剧作为新兴的艺术品种近几年大放异彩,广义上的网络剧是将电视剧通过电视台以外的网络渠道进行传播,狭义上的网络剧是以网络作为唯一宣传渠道的影视剧。本文主要探讨狭义上的网络剧及其广告。作为一种新型的广告载体,网络剧以其无法比拟的优越性成为众多商家的选择对象,但同时因为其发展时间较短,也存在着一些问题。本文以目前播放率较高的网络剧为例,分析其广告的优点和存在的问题,并通过借鉴较为成熟的美国网络剧,为其中存在的问题提出改进建议。
Network drama as a rising variety of art shine in recent years, the broad sense of the network drama is the television network through the television channels outside the spread, the narrow sense of the network drama is the network as the only channel of propaganda drama. This article focuses on narrowly defined online plays and their ads. As a new type of advertisement carrier, internet drama has become the choice of many businesses because of its unparalleled superiority. At the same time, it also has some problems because of its short development time. In this paper, the current play rate of the network drama as an example, analyze the advantages and problems of its advertising, and learn from the more mature American network drama for the problems that exist in the proposed improvements.