论文总字数：13216字

摘 要

随着信息时代的发展，网络技术越来越发达，移动视频端的注册人数逐渐增多，使得在传统电视媒体上收看影视作品的人数减少，同时网剧数量的逐年增多，这就给广告业带来了新的发展空间。2017年优酷网剧《大军师司马懿之军师联盟》的播出，使得广告业内开始出现“内生广告”一词，引来了一众学者的讨论与研究。内生广告不同于传统的广告，衍生于内容，基于网剧内容进行创作。纵观《延禧攻略》、《如懿传》、《皓镧传》等热播网剧，其中的创意中插、压屏条、创意口播等广告百花齐放。本文将围绕2018年暑期热播剧《延禧攻略》对网剧中的内生广告产生的原因、类型、优缺点、传播效果与传播特性五方面展开论述，最后将针对内生广告现阶段存在的问题，提出使其能够长久发展的建议。

关键词：网剧，内生广告，《延禧攻略》

Abstract: With the development of the information age, the network technology is more and more developed, and the number of registered mobile video terminals is increasing, which makes the number of people watching movies and TV works on traditional TV media decrease, while the number of online dramas is increasing year by year, which brings new development space to the advertising industry. In 2017, the broadcasting of Youku online drama " The Advisors Alliance " made the word "endogenous advertising" appear in the advertising industry, which attracted a lot of scholars"discussion and research. Endogenous advertising is different from traditional advertising. It derives from content and is based on the content of online drama. Throughout the " Story of Yanxi Palace", " Ruyi"s Royal Love in the Palace", " THE LENGEND OF HAOLAN" and other popular online drama, the creative insertion, screen pressing, creative oral broadcast and other advertising flowers blossom. This paper will focus on the reasons, types, advantages and disadvantages, communication effects and characteristics of endogenous advertising in the online drama " Story of Yanxi Palace", a popular summer TV Series in 2018. Finally, it will put forward suggestions for the long-term development of endogenous advertising in view of the existing problems at the present stage.

Keywords: Network drama, Endogenous advertisement, " Story of Yanxi Palace"

目 录

一、前言·················································3

二、文献综述·············································3

三、内生广告概述·········································4

（一）内生广告的概念·····································4

（二）内生广告兴起的原因·································5

四、内生广告的分类·······································5

（一）中插广告···········································5

（二）前情提要广告·······································6

（三）压屏广告···········································6

（四）品牌创意口播·······································6

五、内生广告的优点与缺点·································6

（一）优点···············································6

（二）缺点···············································7

六、内生广告的传播特性···································8

（一）基于网剧内容创作···································8

（二）隐匿性弱···········································9

（三）具有互动性·········································9

七、从《延禧攻略》看内生广告的传播效果···················9

八、思考·················································11

结论·····················································13

参考文献·················································14

致谢·····················································15

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