摘    要：当冯小刚的电影《没完没了》首次植入广告后，这种广告与电影的合作模式逐渐改变传统电影的制作方式。随着广告植入大热后，各种广告商都主动找电影制片方合作，导致电影出现了广告植入过度的现象，破坏了电影的艺术性。本文结合实际案例和实证结果，研究广告植入过度与电影质量的关系。本文从广告植入数量、频数以及时长来研究广告植入过度，并把豆瓣评分作为影片质量。本文还把影片的类型、导演知名度、演员号召力、首周排片占比作为控制变量。从实证结果可以看出，植入时长和频数与电影质量是负相关关系，而植入数量与电影质量并不显著。这说明，品牌曝光程度越高，对电影质量会有消极影响。所以，要解决广告植入过度问题，控制曝光程度是关键。

Abstract

When Feng Xiaogang's film "The Endless" was first embedded in advertising, this mode of advertising and film cooperation gradually changed the way traditional films were produced. After the ad hots up, various advertisers took the initiative to seek the cooperation of the film producers, which led to the phenomenon of over-implantation of advertisements and undermined the artistry of the film. This article combines actual cases and empirical results to study the relationship between over-implantation and film quality. This article examines the over-implantation of ads from the number, frequency, and duration of ad placement, and uses Douban score as a movie quality. This article also uses the film's type, director's popularity, actor's appeal, and the first week's slice as the control variable. From the empirical results, it can be seen that the implantation duration and frequency are negatively related to the quality of the movie, and the number of implants and the quality of the movie are not significant. This shows that the higher the degree of brand exposure, the negative impact on the quality of the film. Therefore, to solve the problem of excessive ad placement, controlling the degree of exposure is the key.

关键词：广告植入； 电影质量；电影票房

Keywords: Advertising implantation; Film quality; Box office

目    录

一、引言 1

（一）研究背景 1

（二）研究现状 1

（三）论文框架结构 5

（四）本文的难点和创新之处 5

二、广告植入与电影质量 5

（一）电影植入式广告的概述 6

（二）广告植入过度与电影质量 7

三、数据与变量的描述 9

四、计量结果与分析 11

（一）电影质量计量结果 11

（二）更多讨论 13

五、总结 14

致谢 15

参考文献 16

一、引言

（一）研究背景

2011年11月，广电总局下发《<广播电视广告播出管理办法>的补充规定》，规定自2012年起，各电视台播出电视连续剧时，中途不得插播任何广告，此规定让企业的营销渠道变窄。此规定的实施是由于大部分观众已经厌倦传统的硬性广告，使得广告主开始向新媒体端开辟广告投放渠道，同时投放方式从“硬性”逐步转向“软性”，“植入”成为广告业常用的营销方式。 广告植入与电影质量经济学视角的分析:http://www.chuibin.com/xinwen/lunwen_205848.html