产品植入:概念溯源与早期传播模式

Product Placement:Research on the Concept Origins and the Early Communication Mode

产品植入的效果和模式研究一直是学术界和业界共同关注的核心问题。早在1896年,法国卢米埃尔兄弟的影片中就开始有了产品植入的痕迹,但国内外学者往往以1982年里斯糖果在《E.T外星人》中的植人为起点,很少考察之前大量存在的早期植人活动。因此,本文以对产品植入的概念溯源为起点,考察了1896—1982年间产品植入的发展历史和驱动因素,并对贯穿其中的早期传播模式进行整理,为本领域的研究提供了新的文献基础和研究参考。

The effectiveness and modes of product placement have been the core issues of the academic and industry research. As early as 1896, the FrenCh Lumiere brothers＇ film began to experiment product placement. However, very few studies were taken on the early product placements. Scholars often take the Reese＇s Pieces＇ placement in ＂E.T.＂ as a starting point. This article had a review on the product placement from 1896to1982, and collected the early communication modes. It hopes all the works can provide a new perspective and new materials on the product placement study.