本文選題：圖書　切入點：商業(yè)廣告　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：報紙、雜志、廣播、電視作為大眾傳播的主流媒體,也是廣告最為常用的媒體。隨著新媒介的出現(xiàn),廣告涉及的領(lǐng)域越來越廣,廣告的表現(xiàn)手法、技巧也越來越高明,但是,確有一領(lǐng)域,廣告未曾大肆染指,即圖書。圖書卻未被商業(yè)廣告媒體相中,這不得不令我們深思。圖書作為傳統(tǒng)媒體,我們常見的是其自媒體廣告,即圖書刊載推薦圖書的廣告形式;而圖書媒體刊登商業(yè)廣告的形式卻寥寥無幾。本文基于此,對圖書植入商業(yè)廣告的運(yùn)作模式進(jìn)行研究,試圖在傳統(tǒng)出版轉(zhuǎn)型升級之際,另辟蹊徑,找尋紙質(zhì)圖書的增值空間;同時在“互聯(lián)網(wǎng)+”政策的推動下,如何將“互聯(lián)網(wǎng)+數(shù)字出版+廣告”運(yùn)作模式應(yīng)用到實踐中,提出幾條開放性思路,以供參考。除了結(jié)語之外,本文共分四個章節(jié)。第一章緒論部分主要闡明圖書與廣告的發(fā)展背景及法律現(xiàn)狀,對圖書植入廣告的可行性進(jìn)行分析。圖書成為廣告媒體的研究對象既可以開拓傳播學(xué)、廣告學(xué)、營銷學(xué)以及出版學(xué)、編輯學(xué)等學(xué)科領(lǐng)域的視角,又可以通過系統(tǒng)地分析圖書與廣告的特點、運(yùn)營模式及現(xiàn)狀,為圖書產(chǎn)業(yè)、廣告業(yè)的發(fā)展提供智力支持。第二章主要論述圖書植入商業(yè)廣告的運(yùn)作模式和發(fā)展現(xiàn)狀,以及在實踐中遇到的困難。圖書植入廣告的方式莫非兩種,一種是硬廣告,一種軟廣告,而多數(shù)讀者更樂于接受軟廣告。第三章針對圖書植入商業(yè)廣告的發(fā)展瓶頸提出了優(yōu)化策略。從圖書的選題策劃開始,將廣告設(shè)計融入其中,針對不同類別的圖書有選擇性進(jìn)行廣告設(shè)計。第四章主要闡述了在新時代、新媒體的大環(huán)境下,圖書載體發(fā)生改變后,“數(shù)字出版”這一新生事物如何與廣告、互聯(lián)網(wǎng)融合,使圖書植入廣告更具有發(fā)展前景做了探討,并提出“數(shù)字出版與廣告、互聯(lián)網(wǎng)”融合,將成發(fā)展趨勢。最后得出結(jié)論,圖書植入商業(yè)廣告的運(yùn)作模式具有可行性。首先,圖書與其他媒介相比具有穩(wěn)定性;其次,按圖書分類投放相關(guān)廣告,廣告更最精準(zhǔn)。第三,在數(shù)字化時代,“數(shù)字出版+廣告+互聯(lián)網(wǎng)”的運(yùn)營模式同時帶動了圖書線上與線下銷售,是互相促進(jìn),共生共贏關(guān)系。
[Abstract]:Newspapers, magazines, radio and television, as the mainstream media of mass communication, are also the most commonly used media for advertising. With the emergence of new media, advertising is increasingly involved in a wide range of fields, advertising techniques and skills are becoming more and more sophisticated, but, There is one area in which advertising has not been heavily involved, that is, books. Books are not seen in commercial advertising media, which has to make us think deeply. Books, as traditional media, we often find their own media ads. That is, the form of advertising of recommended books in books, but very few forms of commercial advertisements in book media. Based on this, this paper makes a study of the operation mode of commercial advertising in book placement, in an attempt to upgrade the traditional publishing process. Find a new way to increase the value of paper books; at the same time, under the promotion of the "Internet" policy, how to apply the "Internet Digital Publishing Advertising" operation mode to practice, and put forward several open ideas. In addition to the conclusion, this paper is divided into four chapters. The first chapter introduces the background of the development of books and advertising and the current legal situation. This paper analyzes the feasibility of the placement of books. Books become the research object of advertising media, which can open up the perspective of communication, advertising, marketing, publishing, editing and other disciplines, such as communication, advertising, marketing, publishing, editing, and so on. It can also provide intellectual support for the development of the book industry and advertising industry by systematically analyzing the characteristics, operation mode and present situation of the books and advertisements. Chapter two mainly discusses the operation mode and the present development situation of the commercial advertisement of the book implantation. And the difficulties encountered in practice. There are two ways of inserting advertisements into books, one is hard advertising, the other is soft advertising. Most readers are more willing to accept soft advertising. Chapter three puts forward the optimization strategy for the bottleneck of the development of commercial advertising. Chapter 4th mainly expounds how "digital publishing", as a new thing, merges with advertising and Internet after the change of book carrier in the new era and new media environment. This paper probes into the prospect of the development of the book placement advertisement, and puts forward that the combination of "digital publication, advertisement and Internet" will become the development trend. Finally, it is concluded that the operational mode of the commercial advertisement of book placement is feasible. Books are more stable than other media. Secondly, advertising is more accurate by classifying books. Third, In the digital age, the operation mode of "Digital Publishing Advertising Internet" promotes the online and offline sales of books, and promotes each other, symbiosis and win-win relationship.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.8

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本文編號：1625963