隐性广告在电视节目中的运用研究

隐性广告在各类电视节目中的运用越来越广泛，无论是在电影、电视剧，还是在娱乐类和新闻类等节目中，隐性广告都在积极地发挥着作用。电视隐性广告的形式多种多样，有对产品及品牌名称的植入，如节目冠名、台词植入等；也有对产品实物的展示，例如道具植入、奖品植入等；还有对产品属性的植入，如角色植入、情节植入等。电视隐性广告既具有成本低、接受性强等特点，也存在很多不足，因此在运作过程中必须遵循事先介入、认真做好策划创意等原则。

Research on Recessive advertisement in TV Program

The recessive advertisement is getting more and more widespread in today's TV programs.Not noly in movie and play serial,but also in entertainment programs and news programs,the recessive advertisement plays a important role.The form of TV recessive advertisement is varied,such as the product and brand name implantation, like the program crown name,the lines implantation;and the product material object's demonstration,like strage prop implanting,the prize implanting;and product attribute implantation,like t...