浅谈网游内置广告毕业论文.doc

××××大学 毕业论文 题 目 浅谈网游内置广告 完成人姓名 ××× 系 别 文法系 专 业 广告学 班 级 2006级14班 指导教师 ××× 完成日期 2010年5月 浅谈网游内置广告 内容摘要： 上世纪末计算机技术的迅猛发展以及本世纪互联网的迅速普及，网络游戏产业亦得到长足发展。网络游戏作为一种休闲娱乐活动被越来越多的人所喜爱，同时其作为一种广告载体也被逐渐认识和接受。;通过游戏的各类功能道具将产品进行植入；通过游戏画面背景或某个场景将品牌信息进行融入,这是最为常见的一种植入模式，即把品牌的信息植入到游戏的内部场景中；通过游戏奖励将产品视频或音乐广告融入。其次,对网游内置广告的互动性、本质与想象的特点进行阐述。最后，浅谈网游内置广告的发展及其趋势。游戏作为新媒体平台正在逐步取代电视而成为广告商的新聚焦点，网络游戏以其快速增长的庞大用户群等特点，成为一个基于互联网平台的广告新载体。 关键词:网游内置广告；特性；投放形式；发展趋势 Simply analyse in-game advertising Abstract: With the rapid development of computer technology at the end of last century and the rapid spread of internet in this century, online game industry has made great strides forward. Online game as a kind of leisure activity is enjoyed by more and more people. At the same time, online game as a kind of advertising body is also known and accepted gradually. This thesis simply analyses in-game advertising’s form of circulation, essential phenomenon, development and trend, interaction, exposure rate, cost and influence and so on. First of all, simply introduce in-game advertising and analyse in-game advertising’s form of circulation. First, through the game’s plots, skillfully take the productions’ information into it. Second, through the sale interaction between the game and reality, take the productions into it. Third, through the game’s every kind of functional properties, get the productions to implant into it. Forth, through the game’s background or some scene, make the brand information integrate into it. This is the most common type of implanted mode which is the brand of information into the game’s internal situations. Fifth, through the game’s awards, make productions’ videos or music advertisements fit into it. Then, expound in-game advertising’s characteristics, such as interaction, n