植入式营销说服机制的符号学阐释——以《杜拉拉升职记》为例

On the Semiotic Interpretation of Product Placement's Convincing Mechanism——Taking "GO LALA GO" for Example

从符号学的角度,植入式营销通过成为商品与消费者间的传播沟通媒介来说服受众,其说服机制服从于符号学的编码/解码规则。本文通过结合对热映影片《杜拉拉升职记》个案的研究,探讨植入式营销如何完成这一过程的。

From the viewpoint of semiotics, product placement becomes the communication between the commodities and consume, so as to persuade the audience. Its convincing mechanism is subject to semiotic encoding/decoding rules, Combined with the case ＂GO LALA GO＂, the article analyzes how to product placement and complete the process.