传播学视野下的影视植入广告

在影视作品中植入广告的营销方式并不新鲜,当前的问题是很多广告的植入严重存在着盲目性。在传播学视野下,成功的广告植入必须保证编码的有效性,即针对特定的受众、特定的情节,特定的时机选择匹配的产品;注重产品品牌的符号信息与影视作品内容的相互构建,从中充分发挥符号互动的张力,使其影响的范围更广、时效性更长,从而达到潜移默化的宣传效果,实现最佳的营销目的。

Placement in Film and Television from the Point of Communication

Product placement in film and television work is a common marketing approach,but nowadays many product placements are lack of purpose.From the point of communication,successful product placement need make sure effectiveness of coding,i.e.selecting matching products for specific audience,plot,and time;it need value mutual construction between sign information of a product brand and content of film and television work,from which the tension between signs shows-enlarge its influencing scope and duration-to ach...