植入式广告发展障碍及对策探析

A study about the development obstacles of product placement and the tactics

目前影视产业与植入式广告的捆绑销售已逐渐成为一种为各方所认可的运作模式,呈现出良好的发展势头和广阔的市场前景。但是植入式广告的发展还存在很多障碍及弊端,譬如偏重感性诉求而缺乏理性说服,广告投放与影片剧情无关联等。只有通过提高植入式广告的制作水平,规范运营规则,才能使国内植入式广告走上一条健康、持续的发展道路。

At present,the bundling sale of movie and TV industry and product placement has been an operation mode accepted by all people, which presents its good growth momentum and broad market prospect. However, there are many obstacles and disadvantages, such as paying much attention to sense recounting rather than rational persuasion and there is no association between launching of advertisement and plot of film. Only by improving operating standard and uniforming management regulation, can product placement develop healthily and sustainablely.