文化批判:传播中植入式广告行为

Cultural Criticism: Behavior of Product Placement Advertising in Communication

广告是媒体的重要经济功能之一,也是媒体生存的支柱。中国媒体的经营环境具有鲜明的时代特征和中国特色,广告正面临消极的社会舆论环境,以中央电视台为首的电视媒体难辞其咎。如央视春晚植入式广告运作与春晚文化产生了严重冲突,而被社会看作是一次社会责任失范行为。但是,对当下央视广告经营活动的考察及文化批判,必须放在大的社会环境、媒体生态环境中,也需要有对媒体功能历史演变的审视。在当前中国媒体的"双重属性"制约下,社会不能因广告的失范而否定广告具有的经济促进功能和社会文化价值。

Advertising is not only an essential economic function of the media but also one of the pillars of the media＇ s survival. The business environment of Chinese media displays distinct characteristics of contemporary China and current times. Advertising is faced with the negative environment of public opinions. To a certain degree, CCTV, the main medium in China, is to blame. Take the Spring Festival evening party as an example. During the get-together, the operation of product placement advertisements seriously conflicts with the culture of the Spring Festival evening party, which is deemed as a sort of abnormal behavior showing a lack of social responsibility. However, critical examination and cuhural criticism of the current operation of adver- tisements by CCTV should be placed under the broad social environment and the ecological environment of media. Also, it is necessary to carefully examine the evolution of the media＇ s functions. Of course, the economic function and social and cultural value of advertising shall by no means be denied in spite of the undesirable effect of frequent placement of advertisements.