《礼拜六》文本中的植入式广告

On the Implanted Advertisements in the Discourses of the Journal Saturday

《礼拜六》期刊文本中,将《礼拜六》品牌或其代表性的象征符号或《礼拜六》的消费状况策略性地融入小说内容中,通过场景的再现,让读者对品牌留下深刻印象,继而达到营销的目的。《礼拜六》文本中的植入式广告主要表现在:一、正面夸奖、宣传;二、借别人之口夸赞;三、独辟蹊径的"反面"宣传;四、拟人化手法使期刊品牌扎根读者。

The editors of the journal Saturday integrate the journal’s brand,its representative symbol or even its sale condition into the fictions’content strategically,which leaves readers a deep impression on the brand by the reappearance of scene,in order to achieve the purpose of marketing. The implanted advertisements in Saturday mainly manifested in the following:Firstly,it praises and promotes positively;Secondly,it praises the journal with the others’mouth;Thirdly,it develops a new style of “negative”propaganda;Finally,the use of personification makes the periodical brand rooted in readers.