植入广告商业伦理与法律的关系探析

A Study on the Relationship Between Las and Business Ethics of Product Placement

近年一些影视作品中混入一些与故事情节没有关联的广告画语,突兀的广告打断了故事和观赏愉悦感,引起了消费者反感。植入广告的原则应当是艺术性第一,广告性第二,制片方不可在影视作品中肆意植入广告,这应当是影视作品制造业商业伦理的一个基本内容,以不惹受众反感为基本标准。商业道德在任何产业都是存在的,它没有明确具体的量化标准,没有文字规范,只是以争议是否得到多数人的褒贬来判断其是否有瑕疵,监管部门可以适当干预。

Recently,some advertisements which are mixed with the contents of cinematographic and television works and have nothing to do with the contents have bothered consumers markedly.A principle should be followed in Product Placement： art has precedence over business,which means the producer of a cinematographic and television work should not put a large number of advertisements into it,and that is a standard coming from business ethics existing in all industries.The criterion to decide whether the business ethics are followed is the public opinion rather than some particular standards or normative texts.The supervision department of advertisements could take some measures to Product Placement.