摘要
“植入式广告”是随着电影、电视等现代媒体发展起来的一种新的广告形式,它是指在影视剧情中刻意插入商家的产品或标识,以达到潜移默化的宣传效果。由于受众对广告有天生的抵触心理,把商品融入剧情的做法往往比硬销售的效果好得多。电影巨大的魅力令这种方式得以更好的发挥。文章将对电影中植入式广告产生的传播学、心理学基础作出分析,梳理出植入的方式,进一步分析我国如何利用和发展电影植入式广告。
With the development of modem media such as movie and television, advertisements within such media have emerged as a new type of advertisements. By deliberately using certain products or logos in movies or TV series, the advertisers can better overcome the audience＇s dislike for advertisements and therefore be more successful in promoting products because of the glamour of movies. This paper conducts an analysis of the new phenomenon in terms of eommunieation and psychology and then straightens out several models. Finally it further explores how the new phenomenon can be put to best use in China.
出处
《浙江万里学院学报》
2006年第1期26-29,共4页
Journal of Zhejiang Wanli University
关键词
植入式广告
媒介
电影
advertisement within movies
medium, movies
作者简介
戎彦，浙江万里学院文化与传播学院助教，文学硕士；
王憬晶，浙江万里学院文化与传播学院助教，文学硕士。
