从符号学角度讨论植入广告的本质

A Semiotic Discussion of the Nature of Product Placement

植入广告界定是植入广告研究的原点。现有的植入广告定义强调"隐蔽性",但却一直未把其机制讨论清楚。原因在于相关讨论大都企图在广告和植入广告对比中界定植入广告。事实上,只有从植入广告与广告的区别,植入广告和被植入文本的区别这两种对比中讨论,才能把植入广告"隐蔽又显性"的属性说清楚。植入广告是通过取消尾题而突破广告体裁,进入被植入文本,并以侧重媒介自身的表意模式,占有接收者的注意力渠道,从而达到增强品牌印象的符号行为。

The definition of product placement is the starting point to our discussion.All the current definitions emphasize on its nature of ＂being hidden in the text＂,but none of them has a clear explanation of its mechanism.The cause of this mistake is that they were trying to defy product placement by comparing it to advertisement.In fact,only by finding the difference between product placement and advertisement as well as the difference between product placement and the text itself,can we clearly state its nature of ＂being hidden as well as being obvious＂.This essay tries to do the comparisons,to find the differences in a semiotic way,and to put forward a mechanism of product placement as ＂enhancing the brand image by taking the receiving channel of audience through the ways of canceling end title,breaking the advertisement genre,entering into the text and emphasizing on expressing the media itself.＂