电影植入式广告:商业与艺术相生不相克

On Product Placement Appeared in the Movies——Business and Arts can Exist in Harmony

随着电影产业的不断发展壮大,电影功能也不断从娱乐、教育到文化传播等方面扩展延伸。"电影既有娱乐教育的功能,又肩负着一定的教育感化责任"。在商业高度发达的今天,电影又在不知不觉中变成了传播广告的载体。一时间,业界哗然,支持者与反对者各持己见。而近期上映的《变形金刚Ⅱ》再次将植入式广告的讨论推到了风口浪尖。那么,电影的商业性与艺术性是否完全对立?两者能否在某种程度上实现统一,从而达到共赢呢?拟就这一问题进行论述。

With the development of film industry , the impact of film has been strengthened while its function has been expanding from entertainment and education to cultural communication. ＂Film not only has the function of recreation and education , but also shoulder the responsibility for educational influence＂. Under the circumstance of highly developed business culture , the film has become a vehicle for the dissemination of Ad. For this reason, the industry is in an uproar with all kinds of opinions from supporters and opponents. And the recent release of ＂Transformers II ＂ has given rise to the discussion of it again. However, Does the commercial nature of a film opposed with the artistic nature of totally？ Whether both of them can achieve to the win -win result ？