植入式广告与电影的融合之道

How to Integrate Product Placement into Films

广告植入电影,在今天已成为一种常态和普遍现象。因为它可以极大地降低投资风险,甚至让制片方在电影未上映之前就收回所有投资成本,好的植入广告能与电影相得益彰,成为经典,为电影增色。然而大部分植入广告简单粗暴,大大削弱了电影本身的审美和艺术价值,甚至适得其反地激起观众的逆反心理,其实观众反感的不是广告植入,而是广告植入的方式,好的广告植入同样会让人拍案叫绝。如何找到植入广告与电影的契合点,使两者完美融合相互成就,这是一个值得探讨的问题。

Today, most popular movies regard product placement as one of the most important profit resources,because they can help the investors take back part/all of their investments, so as to reduce the investment＇s risk.A good product placement can make a movie more classical. But in reality, most product placements reduced themovie＇s artistic value due to the wrong way they took. How to integrate the product placement and the movie effec-tively is a question which is worth discussing.