中国电影广告调查与分析

Investigation and Analysis of Chinese Film Advertisement

近三年来,中国电影发展势头强劲。2010年的票房收入已经突破100亿元。中国电影收入中虽然票房占了几乎大部分,但是电影植入广告也日渐成为成本回收的重要手段。同时,电影广告植入手法生硬、商业痕迹太重带来的审美缺失,也严重影响了艺术作品的质量和受众的观影体验。因此,健康稳定地发展电影植入广告对提升电影产业规模具有重要意义。

Chinese film has seen strong growth momentum in recent three years. The box income in 2010 has surpassed 10 billion RMB. Although box income occupies most part of Chinese fdm, implanted advertisements in films are becoming a vital method to recover costs. Moreover, the abrupt methods of implanted advertisements and the lack of aesthetics resulting from too much commercialization impacts the quality of the art work and the audience＂ viewing experience. Therefore, it is significant to develop the implanted advertisements sound and stably to enhance film business scale.