名词解释丨移植式宣传
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/kfQ2FGPB7Lre1BvOwZV33GTUrLYQUTjRb60ic6zBZ1tuuamT4IrYULLZ3EXqDfX0oGxwjg30OZRXRFWjqAWc1rg/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">22个<span style="color: black;">女子</span>，22个<span style="color: black;">区别</span>风格的个人宣传短片拉开了她们成团前的最后一战，总决赛101个<span style="color: black;">女子</span><span style="color: black;">所有</span>回归舞台的主题曲<span style="color: black;">扮演</span>，更让观众真切得感受着这一把“青春的热血”，<span style="color: black;">亦</span>引得彭于晏、姜文、李宇春、黄渤、侯佩岑、廖凡等明星纷纷前来助阵。最后随着11位<span style="color: black;">女子</span>名单的<span style="color: black;">颁布</span>，拉下了这场女团抢位战的帷幕。“逆风翻盘，向阳而生”的口号和精神<span style="color: black;">亦</span>深深烙在观众心中。无疑，《创造101》<span style="color: black;">作为</span>上半年的最强的流量收割者之一。其中的<span style="color: black;">移植</span>式<span style="color: black;">宣传</span><span style="color: black;">亦</span>随着这波流量狂欢，<span style="color: black;">成为了</span>很大的受益者。</span></p>什么是<span style="color: black;">移植</span>式<span style="color: black;">宣传</span><span style="color: black;">1</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">国外业界对<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>有一个精辟的定义：When is an ad not an ad? When its a product placement？（什么时候<span style="color: black;">宣传</span><span style="color: black;">再也不</span>是<span style="color: black;">宣传</span>了呢？那它<span style="color: black;">便是</span><span style="color: black;">移植</span>式<span style="color: black;">宣传</span>)。陕西师范大学<span style="color: black;">资讯</span>与出版<span style="color: black;">科研</span>所的任拯廷先生在《浅议<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>》一文中，对<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>作了定义：</span><span style="color: black;"><span style="color: black;">移植</span>式<span style="color: black;">宣传</span>(Product Placement)，<span style="color: black;">指的是</span>将<span style="color: black;">制品</span>或品牌及其<span style="color: black;">表率</span>性的视觉符号<span style="color: black;">乃至</span>服务内容策略性融入电影、电视剧或电视节目内容中，<span style="color: black;">经过</span>场景的再现，让观众留下对<span style="color: black;">制品</span>及品牌印象，继而达到营销的目的。</span></p><span style="color: black;">移植</span>式<span style="color: black;">宣传</span>的<span style="color: black;">重点</span>类型2<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">移植</span>式<span style="color: black;">宣传</span>除了<span style="color: black;">能够</span>分为硬<span style="color: black;">移植</span>和软<span style="color: black;">移植</span>，按<span style="color: black;">移植</span>节目的类型划分还可分为电影电视剧<span style="color: black;">移植</span>，综艺娱乐节目<span style="color: black;">移植</span>，网络手机游戏<span style="color: black;">移植</span>等；<span style="color: black;">另外</span>，还可<span style="color: black;">根据</span><span style="color: black;">移植</span>信息深度、<span style="color: black;">移植</span>内容等其他<span style="color: black;">办法</span>划分。随着影视、综艺、游戏行业的探索与创新，<span style="color: black;">移植</span>式<span style="color: black;">宣传</span><span style="color: black;">亦</span><span style="color: black;">作为</span><span style="color: black;">全世界</span><span style="color: black;">宣传</span>市场逐鹿的新方向，手机客户端、网络游戏与数字<span style="color: black;">媒介</span>的飞速发展，<span style="color: black;">亦</span>为<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>带来了新的机遇。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（一）按<span style="color: black;">移植</span>品牌信息深度划分</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">移植</span>式<span style="color: black;">宣传</span>按<span style="color: black;">移植</span>品牌信息深度可划分为<span style="color: black;">宣传</span>标识<span style="color: black;">移植</span>，<span style="color: black;">制品</span>功能<span style="color: black;">移植</span>，品牌理念<span style="color: black;">移植</span>。<span style="color: black;">按照</span><span style="color: black;">移植</span>节目的<span style="color: black;">目的</span>人群、播出时间和节目效果，形式多样、有的放矢的投入<span style="color: black;">宣传</span>，打破了受众对<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>的刻板印象。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（二）按<span style="color: black;">移植</span>内容划分</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了传统的道具，台词，角标的<span style="color: black;">移植</span>方式，新型的<span style="color: black;">移植</span>手法还<span style="color: black;">包括</span>背景<span style="color: black;">移植</span>，<span style="color: black;">名人</span>身份<span style="color: black;">移植</span>、剧情<span style="color: black;">移植</span>等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">背景<span style="color: black;">移植</span>即是故事<span style="color: black;">出现</span>的环境，场地，《创造101》其中一期主题为“寝室文化节”，选手们去购买装饰宿舍的家居用品的<span style="color: black;">地区</span>，正是宜家，利用故事情节与这些品牌的<span style="color: black;">相关</span>度进行的<span style="color: black;">移植</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/kfQ2FGPB7LrNxXwbtuibcbQpUC39LpJGt3Dlaic43q5TmspPCkK6ADzkPlJiasaQDwbcSic2ffXFjhUILD17yVCI0Q/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《创造101》— 宜家</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">名人</span>身份<span style="color: black;">移植</span>是近期用的比较新颖的<span style="color: black;">移植</span>形式，例如将故事中<span style="color: black;">有些</span><span style="color: black;">名人</span>职业或身份设定为某品牌<span style="color: black;">机构</span>人员，<span style="color: black;">例如</span>黄磊版《深夜食堂》中的两位链家经纪人。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/kfQ2FGPB7LrNxXwbtuibcbQpUC39LpJGtM2HXy4l9ojPs0yl4qicd3AIYBuvNicScb8k5D4mej2tdGplbnP3jczpg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《深夜食堂》— 链家经纪人</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">剧情<span style="color: black;">移植</span>是用的最多的<span style="color: black;">宣传</span><span style="color: black;">移植</span>手法，剧情<span style="color: black;">移植</span>将品牌与影视剧情节深度<span style="color: black;">相关</span>，深度渗透至剧情<span style="color: black;">发展</span>，向观众传递品牌信息，<span style="color: black;">例如</span>奥黛丽赫本的经典作品《蒂芙尼的早餐》，将蒂芙尼品牌象征的自由、高贵、爱与美<span style="color: black;">经过</span>剧情的递进着实拨动了女性消费者的心弦。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（三）<span style="color: black;">更加多</span>花式<span style="color: black;">移植</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">新<span style="color: black;">媒介</span>的<span style="color: black;">显现</span>和发展，让人们<span style="color: black;">认识</span>彼此有了更新更快捷更简便的<span style="color: black;">办法</span>，各类节目的跨屏播放，<span style="color: black;">亦</span>为<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>带来了新的生机。相较于传统的<span style="color: black;">宣传</span><span style="color: black;">移植</span>，如今综艺节目中<span style="color: black;">增多</span>了<span style="color: black;">非常多</span>新型有趣的<span style="color: black;">移植</span>方式，<span style="color: black;">例如</span><span style="color: black;">扮演</span>式<span style="color: black;">宣传</span><span style="color: black;">移植</span>、吐槽式<span style="color: black;">宣传</span><span style="color: black;">移植</span>、示范<span style="color: black;">教育</span>式<span style="color: black;">宣传</span><span style="color: black;">移植</span>，还有赞助商企业领导亲自参与节目的<span style="color: black;">宣传</span><span style="color: black;">移植</span>等。这些<span style="color: black;">移植</span><span style="color: black;">办法</span>，形式更为<span style="color: black;">容易</span>灵活，娱乐性更强，<span style="color: black;">专题</span>度更高，<span style="color: black;">尤其</span>适合综艺娱乐节目。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《创造101》中英树利用场景化营销，<span style="color: black;">协同</span>节目创造出极富创意的视频，<span style="color: black;">同期</span></span><span style="color: black;">在右下角打出“想要”的字样，让观众<span style="color: black;">能够</span>边看边买。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/kfQ2FGPB7LrNxXwbtuibcbQpUC39LpJGtf2K2xAJvfwDUJ1xPNP2wgCNZVEyB80XOeGuCJntWJoPibzQIfy6Mr4g/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《创造101》— 英树</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还有林志玲<span style="color: black;">做为</span><span style="color: black;">花招</span>姐姐的嘉宾和韩束的代言人，每期节目结束时都会变身<span style="color: black;">打扮</span>师，讲授<span style="color: black;">怎样</span><span style="color: black;">运用</span>韩束护肤品。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/kfQ2FGPB7LrNxXwbtuibcbQpUC39LpJGtl0wrFtxy4OmDXk1KZqQSOn6IxJMdeDic4rIfG4subRQr3eDNodSC9aw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《<span style="color: black;">花招</span>姐姐》— 韩束</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">又如雷军亲自参加的《奇葩说》，现场推广小米黑科技，<span style="color: black;">截止</span>2017年6月，其平台的播放量已将近4亿；而亲自在电影《煎饼侠》中客串的张朝阳，在电影票房破亿的<span style="color: black;">同期</span>，<span style="color: black;">亦</span><span style="color: black;">快速</span>带动了<span style="color: black;">外链论坛：www.fok120.com</span>视频的点击率。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（四）<span style="color: black;">移植</span>式<span style="color: black;">宣传</span><span style="color: black;">爱宠</span>—创意中插<span style="color: black;">宣传</span></span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">随着<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>的发展，近年来<span style="color: black;">显现</span>一种新型<span style="color: black;">宣传</span><span style="color: black;">移植</span>方式——原生角色创意中插式<span style="color: black;">移植</span><span style="color: black;">宣传</span>，</span><span style="color: black;">它将节目中的原生角色进行重新创作，<span style="color: black;">插进</span><span style="color: black;">宣传</span>内容，将<span style="color: black;">名人</span>、场景、<span style="color: black;">宣传</span>品牌进行无缝拼接，让观众“不出戏”的<span style="color: black;">同期</span>记住品牌<span style="color: black;">制品</span>，比普通<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>更能迎得受众的关注。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">OPPO在《创造101》中除了有贯穿整期节目的片头、角标，以及节目舞台中的<span style="color: black;">制品</span>摆放和LOGO展示，还把创意中插玩出了新<span style="color: black;">花招</span>。<span style="color: black;">宣传</span>主们会<span style="color: black;">协同</span>品牌调性和选手们的个人魅力<span style="color: black;">选取</span>出合适的选手。<span style="color: black;">例如</span>孟美岐<span style="color: black;">表率</span>“热烈的红”，yamy<span style="color: black;">表率</span>“深邃的蓝”<span style="color: black;">一块</span>出镜OPPO R15星云<span style="color: black;">尤其</span>版——“热力全开，燃动红蓝”。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/kfQ2FGPB7LrNxXwbtuibcbQpUC39LpJGtia9RzGAAfV8vQAYYX6IxqoK5ibmFicRl0hjicibCavhYJHJWF5ovIfx03Mg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《创造101》— OPPO R15 星云<span style="color: black;">尤其</span>版</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">近几年流行的网剧，常常<span style="color: black;">运用</span>原生角色创意中插式<span style="color: black;">宣传</span>。像《白夜追凶》、《春风十里不如你》，还有去年播出的古装剧《楚乔传》、《醉玲珑》，剧中的中插<span style="color: black;">宣传</span>以小品式的拍摄手法，将<span style="color: black;">宣传</span><span style="color: black;">制品</span>和服务更加立体、趣味性地展<span style="color: black;">此刻</span>观众视野中，让观众在中插<span style="color: black;">宣传</span>时段不走开，给人眼前一亮的感觉。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在《春风十里不如你》中，东鹏特饮、伊利优酸乳、大宝等，这些创意中插式“小剧场”每段都跟剧情结合得恰到好处，自然嫁接了原作中的<span style="color: black;">名人</span>性格和场景，明明看起来是<span style="color: black;">宣传</span>，却和剧情毫无违和感。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/kfQ2FGPB7LrNxXwbtuibcbQpUC39LpJGtsYEic8baYfL7pPx4BzhkXjaTS5TibZYuna5olxwvYoI71dZ0liaefvxBA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《春风十里不如你》中插创意<span style="color: black;">宣传</span> — 大宝</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">古装剧《醉玲珑》中，小熊电器—暖奶机，剧中角色栾飞为了使太子在宫中生活<span style="color: black;">再也不</span>单调乏味，利用酸奶机制作出加入了<span style="color: black;">各样</span><span style="color: black;">果蔬</span>，<span style="color: black;">拥有</span>“五彩斑斓味道”的酸奶。角色、情节与品牌产生了紧密联系，<span style="color: black;">不可</span>不说是成功的原生角色创意式中插<span style="color: black;">宣传</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/kfQ2FGPB7LrNxXwbtuibcbQpUC39LpJGticJtZkF5ZXVU0ich6z2dBQrkibuB7areX8qDOpe2mXFAib7FSnWZOKKuibQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《醉玲珑》创意中插<span style="color: black;">宣传</span> — 酸奶机</span></p><span style="color: black;">移植</span>式<span style="color: black;">宣传</span>效果分析3<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">移植</span><span style="color: black;">宣传</span>运营中最为重要的一环是<span style="color: black;">宣传</span>传播的效果分析。如今<span style="color: black;">宣传</span>主越来越精明，在斥巨资进行<span style="color: black;">宣传</span>投放的时候，势必会强调物尽其用。企业<span style="color: black;">需求</span>高度的投资<span style="color: black;">报答</span>率，<span style="color: black;">移植</span><span style="color: black;">宣传</span><span style="color: black;">亦</span>不例外。从当前的市场<span style="color: black;">科研</span>来看，影响<span style="color: black;">移植</span><span style="color: black;">宣传</span>传播效果的，<span style="color: black;">重点</span>有以下几个方面:</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（一）<span style="color: black;">移植</span>平台</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">任何<span style="color: black;">公众</span>传播和<span style="color: black;">宣传</span>宣传都要依赖于<span style="color: black;">媒介</span>。</span><span style="color: black;"><span style="color: black;">媒介</span>的影响力，知名度，平台的收视率，<span style="color: black;">运用</span>率，受众人群的到达率对影视作品有着重要影响，对<span style="color: black;">移植</span><span style="color: black;">宣传</span><span style="color: black;">也</span>是如此。</span><span style="color: black;">就像电影票房越高，看到植入<span style="color: black;">宣传</span>的人次越多，<span style="color: black;">微X</span>公众号关注的数量越多，看到<span style="color: black;">文案</span>中<span style="color: black;">移植</span>内容的人数<span style="color: black;">亦</span>越多<span style="color: black;">同样</span>，对<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>的效果测定，最<span style="color: black;">明显</span>有效的分析<span style="color: black;">便是</span>依据其<span style="color: black;">移植</span>平台的传播效果<span style="color: black;">测绘</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（二）<span style="color: black;">移植</span>内容</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">移植</span><span style="color: black;">制品</span>或品牌的制作内容，与<span style="color: black;">移植</span>平台的情节的契合程度，对受众关于品牌、<span style="color: black;">制品</span>产生联想，<span style="color: black;">倘若</span><span style="color: black;">移植</span>的内容过于劣质和强硬，效果<span style="color: black;">常常</span>适得其反；<span style="color: black;">仅有</span></span><span style="color: black;">将品牌形象、理念与内容与<span style="color: black;">移植</span>平台的内容达到有效融合，<span style="color: black;">才可</span>达到使人认知，产生想要<span style="color: black;">认识</span>的心理，<span style="color: black;">从而</span>产生消费<span style="color: black;">行径</span>的一系列反应。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">例如</span>《穿普拉达的女王》中安妮海瑟薇扮演的助理和梅尔特利斯普扮演的女主编，<span style="color: black;">经过</span>两人<span style="color: black;">区别</span>的穿着搭配，将服饰奢侈品品牌在电影中表现得淋漓尽致，影片中充斥着众多亮闪闪的大品牌 logo，观众一点不觉得突兀，反倒乐于分析其搭配法则，可见影片将时尚杂志与奢侈品牌的企业文化<span style="color: black;">移植</span>得多么恰如其分。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（三）受众的匹配程度</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">品牌营销不仅要精确地定位<span style="color: black;">制品</span>、服务和营销方式，最重要的是<span style="color: black;">精细</span>定位<span style="color: black;">目的</span>客户，找到<span style="color: black;">目的</span>消费者。进行有</span><span style="color: black;">针对性的投放</span><span style="color: black;">，会使品牌营销的效果事半功倍。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">时尚都市剧是<span style="color: black;">日前</span>电视剧的一大主流，近两年播出的《<span style="color: black;">欢快</span>颂》、《我的前半生》，就圈了一大批都市时尚女性粉丝。随着《<span style="color: black;">欢快</span>颂》剧情火起来的华润三九红糖姜茶、三只松鼠坚果、依云矿泉水，<span style="color: black;">成为了</span>都市<span style="color: black;">大学女生</span>、白领的<span style="color: black;">平常</span>标配，而在《我的前半生》中亮相的宝格丽、蒂芙尼珠宝，膳魔师锅具，克丽缇娜美容护肤，则<span style="color: black;">成为了</span>追求更加高端生活消费品质人士的时尚<span style="color: black;">爱宠</span>。<span style="color: black;">经过</span><span style="color: black;">精细</span>地定位节目剧情而<span style="color: black;">精细</span>地定位受众群体，使观众在无<span style="color: black;">认识</span><span style="color: black;">其中</span>定位了<span style="color: black;">自己</span>或<span style="color: black;">自己</span>期望的生活，不知不觉地认同<span style="color: black;">宣传</span>中的<span style="color: black;">制品</span>和服务。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/kfQ2FGPB7LrNxXwbtuibcbQpUC39LpJGt59eN90I2E2IBicPvPmkNVHnvEAW7kkXJm4JCBhPZf2pF2wNN9atWFtA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《<span style="color: black;">欢快</span>颂》— 三只松鼠</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/kfQ2FGPB7LrNxXwbtuibcbQpUC39LpJGtp86Zqh7uH0gyEYDcuMTtVxGZ7XIXf1ot6H2Mx944Lrk45eT4CQXMibQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《我的前半生》— 克丽缇娜</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（四）<span style="color: black;">外边</span>环境的影响</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">移植</span>式<span style="color: black;">宣传</span>除了受到播出平台和<span style="color: black;">宣传</span>品牌<span style="color: black;">自己</span><span style="color: black;">原因</span>影响外，还会受到媒介、外界舆论、政治<span style="color: black;">原因</span>的影响。<span style="color: black;">媒介</span>对影视节目的<span style="color: black;">报告</span>，舆论对播出节目的反应，会对<span style="color: black;">移植</span><span style="color: black;">宣传</span>产生继发性影响，常常一个小小的<span style="color: black;">消极</span>评论就会<span style="color: black;">诱发</span><span style="color: black;">全部</span>网络的蝴蝶效应，而国家和政府对广播电视等<span style="color: black;">媒介</span>的政策变化，会直接产生对<span style="color: black;">移植</span><span style="color: black;">宣传</span>的某些限制。</span></p><span style="color: black;">怎样</span><span style="color: black;">加强</span>对受众心理的影响4<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">针对</span><span style="color: black;">移植</span>式<span style="color: black;">宣传</span>而言，发展的速度与受众对<span style="color: black;">宣传</span>的接受程度都在<span style="color: black;">出现</span>变化。在以贴片为主的<span style="color: black;">第1</span><span style="color: black;">周期</span>硬<span style="color: black;">宣传</span><span style="color: black;">移植</span>，到以结合剧情，进行场景<span style="color: black;">移植</span>的第二<span style="color: black;">周期</span>软<span style="color: black;">宣传</span>，再到如今将品牌与播放内容达到较好融合的第三<span style="color: black;">周期</span>内生原创式<span style="color: black;">宣传</span>，<span style="color: black;">移植</span><span style="color: black;">宣传</span>的发展可谓突飞猛进。然而，<span style="color: black;">移植</span>式<span style="color: black;">宣传</span><span style="color: black;">亦</span>有着<span style="color: black;">必须</span><span style="color: black;">处理</span>的问题，毕竟区别于原生剧情，<span style="color: black;">怎样</span>做到品牌与内容的更好平衡，让<span style="color: black;">宣传</span>内容更能打动观众，</span><span style="color: black;">取得传播效果的最大化，使品牌方、制作方及观众达到三赢，是业内关注的重点。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（一）更加娱乐性的、高融合度的<span style="color: black;">移植</span>式传播</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">现如今，<span style="color: black;">移植</span>式<span style="color: black;">宣传</span><span style="color: black;">已然</span>不是硬生生的贴片和角标，其表现形式趋于系统和完整。然而，<span style="color: black;">针对</span>沉浸在剧情或节目<span style="color: black;">其中</span>的观众而言，忽然<span style="color: black;">显现</span>的<span style="color: black;">尤其</span><span style="color: black;">显著</span>的<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>，还是会使人跳戏，<span style="color: black;">乃至</span>与剧情毫不搭边的强制式<span style="color: black;">移植</span>会惹人生厌。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">移植</span>式<span style="color: black;">宣传</span>既要做到与剧情<span style="color: black;">名人</span>完美融合，又要做到<span style="color: black;">导致</span>消费者<span style="color: black;">重视</span>，达到营销的传播效果，的确<span style="color: black;">必须</span>制作方的创意人员发挥更高水平的讲故事能力。湖南电视台近期综艺节目中的<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>效果较为<span style="color: black;">明显</span>，从主持人的台词到节目场景的设置，到道具的<span style="color: black;">运用</span>，以及被邀请嘉宾看似不经意的随口台词，都将节目与品牌融合得较好。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在热播综艺《我是大侦探》中，畅轻的<span style="color: black;">宣传</span>语<span style="color: black;">便是</span>“身心畅轻，思路更轻”，就让<span style="color: black;">制品</span>和节目产生了高<span style="color: black;">相关</span>度，并且在一切解密道具中<span style="color: black;">运用</span>这一<span style="color: black;">宣传</span>语<span style="color: black;">做为</span><span style="color: black;">秘码</span>。另一个赞助商拼多多则在<span style="color: black;">有些</span>故事<span style="color: black;">必须</span>网购的故事情节中<span style="color: black;">做为</span>购物平台。<span style="color: black;">这般</span>的<span style="color: black;">移植</span>方式既<span style="color: black;">加强</span>了节目的娱乐效果，又达到了多次提及<span style="color: black;">移植</span>品牌<span style="color: black;">宣传</span>语的目的，降低了观众对<span style="color: black;">移植</span><span style="color: black;">宣传</span>的排斥，让观众与节目达成一致的心里暗示:<span style="color: black;">无</span>这个品牌的赞助，就<span style="color: black;">无</span>我看到的这个节目。这种<span style="color: black;">移植</span>和传播，得到了<span style="color: black;">更加多</span>时尚、<span style="color: black;">青年</span>受众的接受和传播。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/kfQ2FGPB7LrNxXwbtuibcbQpUC39LpJGtxxKUpY6ibHcNvX5uary79xwYhNwPO0VuFyjTlRG8unC9mBbGp1mmqdg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《我是大侦探》— 畅轻</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/kfQ2FGPB7LrNxXwbtuibcbQpUC39LpJGtAYOsibs8pk2AM6iaNWbdOJsKanqrTdJF9yV4TqzibicKMcNkicPnhtbh8FQ/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《我是大侦探》— 拼多多</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（二）充分调配资源，<span style="color: black;">连续</span>提醒</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">热播剧集《<span style="color: black;">欢快</span>颂》中在幕后鸣谢的31家赞助单位中，有24家为其<span style="color: black;">宣传</span>客户，单集<span style="color: black;">宣传</span>数量<span style="color: black;">乃至</span>达到了10个以上。这些<span style="color: black;">移植</span>式<span style="color: black;">宣传</span><span style="color: black;">包含</span>道具、对白、场景设置等。其中，像三只松鼠、香飘飘奶茶的<span style="color: black;">宣传</span><span style="color: black;">更加是</span>高频度播出，这些<span style="color: black;">宣传</span>的<span style="color: black;">连续</span>提醒，促进了<span style="color: black;">目的</span>受众对品牌的认知和<span style="color: black;">认识</span>，加深了对某款<span style="color: black;">制品</span>的心理印象，<span style="color: black;">加强</span>了剧集中<span style="color: black;">移植</span>的<span style="color: black;">制品</span>品牌与其他同质品牌的差异度。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在去年播出的湖南台综艺节目《爸爸去<span style="color: black;">哪里</span>5》中，诺优能奶粉、舒肤佳免洗洗手液，每次片头前会播出，每次分房子时随处可见，每次萌娃们吃饭的前后<span style="color: black;">亦</span>会时有时无地<span style="color: black;">说到</span>，这些<span style="color: black;">连续</span>的提醒，让观众想不<span style="color: black;">重视</span>到都难;节目中的秒卡巧克力和可口可乐的<span style="color: black;">移植</span><span style="color: black;">宣传</span>，则是为了强化品牌的核心诉求，进行了区隔性<span style="color: black;">移植</span>，秒卡巧克力是为了加深品牌认知，每次<span style="color: black;">揭发</span>配以“入口即化”的<span style="color: black;">制品</span>特点，可口可乐已有足够的认知度，<span style="color: black;">移植</span>的形式<span style="color: black;">重点</span>以<span style="color: black;">更加多</span>消费场景为主。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/kfQ2FGPB7LrNxXwbtuibcbQpUC39LpJGt2RLmQ2xibdDY72A3BVDTjPdem2fdZEGicpiaObt5Qz5qAxAVMOY8AKQHA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《爸爸去<span style="color: black;">哪里</span>5》— 舒肤佳</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">参考文献：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、<span style="color: black;">移植</span>性<span style="color: black;">宣传</span>运用策略探究，田卫东</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>策略探讨及发展趋势<span style="color: black;">诠释</span>，张雅</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、《创造101》：最富创意的<span style="color: black;">宣传</span><span style="color: black;">移植</span>玩法，你PICK了谁？，传媒情报局</span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><strong style="color: blue;"><span style="color: black;">【往期回顾】</span></strong><a style="color: black;"><span style="color: black;">网络直播vs电视直播 你的世界杯打开方式是？</span></a><span style="color: black;"><a style="color: black;">专题|外新史专题② 外新史周年<span style="color: black;">资讯</span>事件</a></span><a style="color: black;">名词解释丨社会交换理论</a><a style="color: black;"><span style="color: black;">论</span></a>文<span style="color: black;">举荐</span> | 方汉奇：中国<span style="color: black;">资讯</span>传播事业一百年<a style="color: black;"><span style="color: black;">论文<span style="color: black;">举荐</span> | 张志安 汤敏：专业<span style="color: black;">媒介</span>的格局变迁与业态重塑</span></a><a style="color: black;"><span style="color: black;">专题丨智媒化、智<span style="color: black;">媒介</span>以及<span style="color: black;">怎样</span>搭建智媒平台</span></a>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">专题|外新史专题① 世界性通讯社</a></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">专题 |可视化</a><span style="color: black;">资讯</span></p>
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<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">危险</span>传播该怎么做？</a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><a style="color: black;">前沿|智媒时代，你<span style="color: black;">晓得</span>这些新概念吗？</a></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><a style="color: black;">名词解释丨信息流<span style="color: black;">宣传</span></a></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><a style="color: black;">名词解释丨消费主义</a></span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你是19届新传考研儿</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你想跟学长学姐取取经</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">想跟研友们进一步交流学习</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">也</span>或是</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">想要进行晨起打卡、单词挑战等等</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">都<span style="color: black;">能够</span>添加<span style="color: black;">博主</span><span style="color: black;">微X</span>加入19届词典交流群</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（<strong style="color: blue;">大桃：WTWTVXQ_J</strong> 或<strong style="color: blue;"> Harry：Harry6122</strong>）</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">拉你进群哦！</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">添加时请务必注明：19新传考研</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></strong></p>
期待更新、坐等、迫不及待等。 “BS”（鄙视的缩写） 谷歌外链发布 http://www.fok120.com/
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