中国贺岁电影植入式广告的传播特点——以《非诚勿扰Ⅱ》为例

Communicative characteristics of product placement of Lunar New Year movies of China——a case study of If You Are the OneⅡ

随着近年中国贺岁电影备受关注,在商业利益的驱动下,贺岁电影除了原有的娱乐功能之外,作为植入广告最佳媒介载体的功能越来越被人们重视与利用。以《非诚勿扰Ⅱ》为研究对象,结合电影植入式广告自身的特点,分析中国贺岁电影植入式广告的传播特点。指出电影与广告隐性结合过程中存在的问题,从审美角度分析产生的问题,提出解决办法。

Much concern and commercial interests make China's New Year movies increasingly valued and employed as the best media carrier of product placement,apart from the original function of enter-tainment.Based on a study of'You Are the One Ⅱ'and the characteristics of product placement in movies,an analysis was made of the communication features of these ads in China.Problems in the implicit combination of these movies and ads are pointed out and then analysed in an aesthetic per-spective.Solutions are offered accordingly.