综艺节目中植入式广告的策略及效果研究

随着信息量日益膨胀，信息过载己是现代生活的一种常态，而互联网的普及、手机的功能化，网络电视等媒体的出现，使得信息的传播渠道空前庞大，任何信息在这样的社会环境下进行传播，其效果都会不如预期。对于广告信息，硬性传递的性质使得受众感到疲倦甚至产生反感情绪，最终导致受众的逃离。与传统广告相比，在综艺节目中植入式广告是目前广告主所喜爱的一种广告形式，更加能吸引受众的眼球。综艺节目中的植入式广告与受众的心理变化紧密联系，同时也影响着广告主对投放广告所使用的媒介的选择。
本文通过对综艺节目中的植入式广告进行研究，运用问卷调查的方法，从植入式广告市场的分析、植入广告的类型、影响植入式广告效果的因素、受众的心理以及代言人的选择来研究综艺节目中植入式广告的效果，并根据调查结果提出相应的结论和建议，以期对提高综艺节目中植入式广告的效果有所帮助。

    关键词：综艺节目  植入式广告  效果  影响因素

Study on the Strategy and Effect of Implantable Advertisement in Variety Show

ABSTRACT
With the increasing amount of information, information overload has been a normal life of modern life, and the popularity of the Internet, mobile phone function, the emergence of Internet TV and other media, making the dissemination of information channels unprecedented, any information in such a social environment Under the spread, the effect will be less than expected. For advertising information, the nature of hard delivery makes the audience feel tired and even produce resentment, eventually leading to the audience to flee. Compared with the traditional advertising, in the variety show in the type of advertising is the advertiser is a favorite form of advertising, more able to attract the attention of the audience. The variety of advertisements in the variety show are closely related to the psychological changes of the audience, and also affect the choice of the media used by the advertiser to advertise.
This paper studies the implantation advertisements in the variety show, uses the questionnaire survey method, analyzes from the implantable advertisement market, the type of the advertisement, the factors that affect the effect of the implantable advertisement, the psychology of the audience and the spokesperson's Choose to study the effect of the variety of advertisements in the variety show, and put forward the corresponding conclusions and suggestions based on the survey results, with a view to improve the variety of programs in the effect of implanted advertising help.

Key Words：Variety show，Embedded advertisement，Effect， Influencing factors

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