影视剧中植入式广告研究

Research on Product Placement in Films and TV Dramas

影视剧作为大众传播媒介的一种类型,自从诞生以来对我们现代社会和日常生活的影响是非常巨大的。近些年来,传统媒体的电视广告、报纸广告、广播广告等越来越引起受众的反感和排斥,而影视剧之中的植入式广告凭借它新颖的营销模式和诉求方式,已然成为当代社会影视媒体广告的新的演绎平台,为广告主和媒介双方提供了新的合作机会和选择。

As a type of mass media of communication, film and television dramas have a huge influence on the modern society and our daily life since their birth. In recent years, television ads, newspaper ads, radio ads etc. of the traditional media have aroused the audience＇s more and more repulsion and exclusion, but the product placement in films and television dramas has become the new presentation platform with its novel marketing modes and ways of appeal for advertisements of film and television media in modern society and offer new cooperation opportunities and choices for both advertisers and the two media parties.