| In recent years, the traditional television advertising market gradually saturated, the development of new media is changing people’s media habits, "Internet plus" era of audience’s attention is the "fragmentation", the policy of TV advertising norms, the traditional TV advertising development bottlenecks, more and more advertisers looking to Product placement, Product placement performance the form and effect of advertising to become advertisers and program making hot topic of concern, in advertising position gradually.Star reality show opened a new era of TV variety show, to inject new vitality into the TV variety, has become the new direction of the advertising and program production side advertising. In all kinds of reality show star, competitive reality show star has a unique competitive attributes. It "missions" and "reward" instead of the traditional drama plot, created a "fictitious" and "real" media environment, walked out of a combination of a unique reality show and implantable advertising road.The with higher ratings, making relatively mature star competitive reality show Running Man for samples of implantable advertising forms, select implantable advertising forms application, advertising and programming fusion degree, advertising interference degree of several aspects. Research using statistics analysis method on the Running Man implantable advertising for statistical analysis, summed up the implantable advertising form is too single, stiff implants, unreasonable layout of the main problems, and the use of integrated composite implantation, strengthen implanted advertising and program plot fusion degree, ad placement staggering exposed, reduce advertising interference, strengthen the implantable advertising polymerization effect and suggestions. To excavate and utilize the "competitive" attribute of the star competitive reality show to carry out the advertisement implantation, and to enhance the value of the program by using multiple implants. |
