隐性广告的社会传播效应
摘要
近年来，随着大众媒介的不断发展，大量的广告开始轰炸式的占据着大众的眼球，几乎可以说广告无处不在。从早先的“电视剧中间插播广告”到 “广告中间插播电视剧”，民众的戏言反映的正是对广告过于频密的反感。无论在国内还是国外，堆积式的广告强攻策略让消费者的腻烦抵触心理逐渐增强，广告效果也直线下降。隐性广告在这样的背景下也随之出现。隐性广告又称“植入式广告”。广告元素通常以道具、背景或者对白台词等形式展示出来，策略性地与影视作品或电视节目等内容融为一体，使观众在接受传播内容的同时，不自觉地接收商品或品牌信息，继而达到广告主所期待的传播效果。与显性广告不同的是，隐性广告表现出很强的渗透性。隐性广告改变了传统广告的诉求方式和传播环境，摈弃了显性广告强迫性的特点，往往能作用于人的潜意识，让受众在没有排斥心理的情况下悄然接受，从而提高广告实际到达率和接受率。
根据尼尔森媒介研究的一项调查2008年全球面向年轻人的广告投入有120亿美元，其中只有2亿美元投在了隐性式广告上，但是随着宽带的普及，游戏内置广告产业将呈现出一个迅猛发展的势头，到2015年这一数字可能会增加到150亿美元。另据PQ媒体研究公司研究报告显示，2005年隐性式广告支出达到35亿美元。PQ媒体公司表示，到2013年，该数字可能达到近100亿美元。
本文通过对我国目前隐性广告的传播特点、传播方式的剖析，并且以问卷调查的方式进一步了解时下人们对隐性广告的态度与受众心理分析，发现影响隐性广告的传播效应的因素是多种多样，包括受众群体的选择与定位、隐性广告载体的吸引力与可信性以及与产品的关联度都会在不同程度对隐性广告的社会传播产生影响。不同的传播方式、传播渠道也会产生不同的社会传播效应，本文在分析了我国目前的隐性广告的自身优势与劣势的基础上，根据前人的研究成果，认为隐性广告的社会传播正效应主要包括：正确引导舆论、隐性广告符合当代人的心理需要、淡化广告的直接功利印象、提升品牌的品位。同样隐性广告的处理不当也会对企业以及广告本身的载体产生一定的负面影响。
因此，从本文研究的结果而言，相对于显性广告，人们对于隐性广告的接受程度更高，因此未来隐性广告必然是发展的主流趋势。从社会及企业应该更加有序的利用好这一新的传播方式，提升隐性广告的传播正效应，尽可能的发挥其传播正效应，充分将隐性为我所用，同时避免负效应的出现或将负效应的影响最小化，为社会以及企业服务。
关键词：隐性广告；社会传播效应；受众心理分析；植入式广告
Abstract
In recent years, with the development of mass media, a large number of advertising began bombing holds a mass of eyeballs, you can almost see ads everywhere. From the early “TV spot” to “ad spots in the Middle TV series” people joke offensive reflected is the ad too frequently. Whether at home or abroad, where consumers fed up conflict with ads attacking strategy of psychological gradually enhanced, plummeting advertising effects. Hidden advertising in this context also appears. Covert advertising also known as “contextual advertising”. Usually advertising elements to form display props, backgrounds, or white lines, strategically integrated with content such as movies or TV shows, in accepting the audience spread content at the same time, inadvertently receives the product or brand information, then reach advertisers desired communication effects. And explicit advertising is different, implicit advertising showed a very strong penetration. Covert advertising has changed the traditional way of advertising appeal and communication environment, rejection of the dominant features of forced advertising, often in people’s subconscious, let the audience quietly accepted without the exclusion of psychological, thus improving the actual reach and acceptance of advertising.
According to a Nielsen Media Research Survey 2008 global youth-oriented advertising investment of 12 billion dollars, of which only 200 million dollars invested in tacit advertising, but with the popularity of broadband, in-game advertising industry showing a momentum of rapid development, by 2015, this number may increase to 15 billion dollars. According to research company PQ Media report, 2005-hidden advertising spending reached $ 3.5 billion. PQ Media company said that by 2013, the number could reach nearly US $ 10 billion.
The article through to our country at present recessive advertisement dissemination characteristic, dissemination way analysis, and by the questionnaire survey way further understood the present people to the recessive advertisement manner with the numerous psycho-analysis, were discovered the influence recessive advertisement the propagation effect factor is many and varied, including the numerous community’s choice and the localization, the recessive advertisement carrier attraction and credible as well as can disseminate with the product interrelatedness in the varying degree to the recessive advertisement society produces the influence.The different dissemination way, disseminates the channel also to be able to have the different society propagation effect, this article in has analyzed our country at present recessive advertisement own superiority and in the inferiority foundation, according to predecessor’s research results, thought the recessive advertisement the society disseminated the effect mainly to include: The correct guidance public opinion, the recessive advertisement conform to present generation’s psychological need, the desalination advertisement direct utility impression, the promotion brand personal status.Same recessive advertisement processing not when also can has certain negative influence to the enterprise as well as the advertisement itself carrier.
Therefore, from the results of this study, relative to the dominant advertising, more acceptance of people for hidden advertising, hidden advertising must be the main trend of development. From social and business should be more orderly use of this new mode of transmission, enhance the spread of hidden advertising a positive effect on its spread effect is to play as much as possible, fully hidden as I used, while avoiding the negative effect minimize the negative effects for the community and corporate services.
Keywords: hidden advertising; social propagation effects; Audience psychological analysis; product placement
目 录
第一章 绪论
1.1研究背景及意义
1.2研究内容及思路
1.3研究方法说明
第二章 文献综述
2.1隐性广告的基本理论研究
2.2隐性广告发展现状、问题与发展前景研究
2.2.1隐性广告发展背景及现状
2.2.2 隐性广告发展现状及优势
2.2.3 隐性广告发展前景
2.3隐性广告的本质特征及主要方式
2.4隐性广告社会传播力分析
2.5隐性广告的历史发展阶段
第三章 隐性广告的特点
3.1形式和表现手法上，隐性广告不同于传统广告
3.2隐性广告与传统广告在本质上是相同的
3.3隐性广告与消费者的关系更加密切
3.4充分开发和利用媒体优势，与媒体内容结合得更加紧密
3.5法律法规的不健全
第四章 隐性广告的社会学解读
4.1隐性广告传播过程中的社会角色互动
4.2隐性广告传播过程中的心理过程
4.2.1感知产生反应
4.2.2接收产生认同
4.2.3记忆选择信息
4.2.4态度决定效果
4.2.5行动实现目标
4.3隐性广告的传播学原理
4.3.1从传播者角度
4.3.2从传播过程看
4.3.3从受众角度看
3.2隐性广告与传统广告在本质上是相同的
3.3隐性广告与消费者的关系更加密切
3.4充分开发和利用媒体优势，与媒体内容结合得更加紧密
3.5法律法规的不健全
第四章 隐性广告的社会学解读
4.1隐性广告传播过程中的社会角色互动
4.2隐性广告传播过程中的心理过程
4.2.1感知产生反应
4.2.2接收产生认同
4.2.3记忆选择信息
4.2.4态度决定效果
4.2.5行动实现目标
4.3隐性广告的传播学原理
4.3.1从传播者角度
4.3.2从传播过程看
4.3.3从受众角度看
4.4 隐性广告的传播误区分析
4.4.1隐性广告不隐
4.4.2 隐性广告与节目内容的脱节
第五章 隐性广告社会传播效应分析
5.1 正效应
5.1.1 正确引导舆论
5.1.2隐性广告符合当代人的心理需要
5.1.3淡化广告的直接功利印象
5.1.4提升品牌的品位
5.2 负效应
5.3从典型案例看隐性广告的社会传播效应
第六章 影响隐性广告社会传播效应的因素
6.1媒介生态学视角下对隐性广告传播环境的审视
6.2影响受众态度改变的自变量
6.2.1隐性广告受众群体的选择与定位
6.2.2隐性广告载体的吸引力与可信性
6.2.3隐性广告载体与产品的关联度
6.2.4隐性广告自身的传播技巧
6.3 正确运用隐性广告
6.3.1隐性广告要讲究艺术，加强对受众心理和营销美学的分析
6.3.2隐性广告与其所依附的载体要形成良好的互动关系。
第七章 总结与展望
7.1隐性广告未来发展
7.2 总结
参考文献
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