广告定制剧商业性与艺术性的平衡探究

Exploration on the Balance Between Commercial Nature and Artistry of Advertising-customized Plays

广告定制剧是广告的一种,其中出现的品牌植入是为了达到宣传目的、吸引受众来进行消费,其本质属性是商业性;广告定制剧同时还具有艺术属性,品牌要与剧情相融合,需要艺术手段的运用。相较于传统广告形式而言,广告定制剧的艺术属性比较突出。因此,广告定制剧要注重商业性与艺术性的平衡,在宣传产品品牌的同时,提高定制剧的艺术水平,以实现定制剧的平衡健康发展。

As a kind of advertising, advertising-customized play is to sell products to obtain profits. The brand implanted in the advertisement is to propaganda and to attract more consumers, so it is purely commercial in nature. It has its own artistry in that the concerned brand shall be well integrated in the plot and the artistic devices shall be employed. It is more commercial in nature than the traditional forms of advertisement. Thus, the commercial nature and artistry shall be well maintained in advertising-customized plays and the propaganda of the brand well integrated with artistry enhancing so that advertising-customized plays can be well developed.