摘要
随着传统广告注意度和信任度的下降,以及政府管理部门对广告播出时间以及内容进行规范,传统广告业的发展萎缩;而新媒体广告迅速发展,作为影视植入式广告具有隐蔽性、强制接受性、真实性等特征,更强调广告的艺术性诉求,弱化商业诉求。本文主要研究影视植入式广告表现形式、优点以及存在的问题,并提出解决的对策。
With the decline of concern and trust on traditional advertisements and regulations on the broadcast time and content from governmental administration, the traditional advertising is shrinking. Meanwhile, new-media advertising is developing fast, for product placement in TV series and movies is characterized by its concealment, compulsory acceptance and realness, and it puts more emphasis on the advertisement artistic demands while ignoring business demands. This paper focuses on the research on the forms, advantages and existing problems of product placement in TV series and movies, so as to put forward the advisable solutions.
出处
《特区经济》
2016年第2期118-120,共3页
Special Zone Economy
关键词
植入式广告
影视
问题
对策
product placement
TV series and movies
problems
strategies
