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电视剧植入式广告的受众开始出现向中老年群体倾斜的趋势。本研究以电视剧《金婚风雨情》中的植入式广告为研究对象,从中老年受众的记忆、情感、意动三个层面,对电视剧植入式广告进行研究。同时,本研究还将从植入刺激因素和受众差别因素两方面分析影响受众记忆、情感、意动的因素。研究表明,中老年受众对植入式广告的记忆程度较弱,需要从视听觉多方面反复刺激才可加深印象。同时,中老年受众往往有一个固定的品牌认知,不会轻易改变自己的购买习惯。但是若在植入式广告中充分表明产品所带来的利益,并且此利益是贴近受众生活的,则可以起到一定的刺激消费的作用。
The audience of TV series implanted ads began to appear to be inclined to the middle-aged and elderly groups. In this research, we focus on the implanted ads in the TV drama “Golden Wedding Romance”, and study the implanted advertising of the TV drama from three aspects: memory, emotion and intention. At the same time, this study will also analyze the factors that influence the memory, emotion and intention of the audience from two aspects of the stimulus factors and the audience differences. Research shows that middle-aged and elderly audiences have a weak memory of implanted advertisements and need to repeatedly stimulate visual acuity to deepen their impression. At the same time, middle-aged and older audiences often have a fixed brand awareness and will not easily change their purchasing habits. However, if the implanting advertisement fully shows the benefit brought by the product and the benefit is close to the audience’s life, it can play a certain stimulating consumption effect.