The Form of Product Placements in Reality TV Show

【摘要 (中文/英文)】 多年来,电视媒体始终在广告投放市场上占据强势地位,然而传统的插入式电视广告发展逐渐遭遇瓶颈,资源的饱和、观众逃离、新媒体新技术的冲击以及电视制片人的日益独立使电视广告市场面临前所未有的威胁,植入式广告成为电视娱乐时代下广告发展的必然趋势。在各种电视节目形态中,电视真人秀具有独特的内在和外在属性,它用“规则”代替了传统电视剧的剧本和纪录片的写实,造就了“虚构”与“真实”的媒介环境,它的制作成本低、受众年轻、观众参与度高、广告表现真实,在广告和品牌的植入上走出了一条独特的道路。 本文以当今美国收视率较高、制作相对成熟、目前国内借鉴最广泛的一档电视真人秀节目《学徒》(The Apprentice)为样本,研究植入式广告在电视真人秀节目中的表现形式。运用内容分析的方法通过其应用的一个侧面,客观地描述植入式广告发展的现状和可能形成的趋势,提出要“挖掘和利用电视节目形态中的核心元素进行广告植入,用多样的节目形态提升媒体价值”的观点,为国内电视产业的发展汲取有用的经验,也为今后研究植入式广告以及植入式广告在其他媒介形态中的比较奠定理论上的基础。

 Over the years, TV media always occupies a strong position in the advertising market while the traditional plug-in TV advertisements gradually are developing to a bottleneck. TV advertising market is facing an unprecedented threat by saturated resources, escaped audience, new media and technologies, growing independence of TV producers and so on. As a result, product placements become necessary measures in this television entertainment era. In various television program genres, TV reality show has a unique internal and external attributes. It creates "rules" instead of traditional drama scripts and documentary realism, making a "fictitious-real" media environment. By means of its low-cost production, young-age audience, high participation and clear-performance of advertising, reality TV has found a unique way for brand/product placements. Based on a sample of American reality TV show“The Apprentice”, which is popular, mature-made and extensive-copied in China, this issue will research into the advertising forms in reality TV show by content analysis methods. Through an aspect of application, an objective description would be made that the status and development trend of product placements. It is proposed to be mining and using the core elements of television programs to place product/brand, with a variety of program forms enhancing the value of media. This point of view is expected to draw some useful experiences for the development of domestic TV industry, but also to establish a theoretical basis for the future research on product placements in TV and other media genres.

【关键词 (中文/英文)】 植入式广告; 真人秀; 内容分析

Product placement; Reality TV; Content analysis