电影媒介影响力浅析——基于电影植入广告品牌交互作用的分析

On the Influence of Movie Media

植入式广告与电影媒介相融合,共同建构受众现实生活或理想情境的一部分。在电影中,将商品式服务信息以非广告的表现方法,在受众无意识情态下,灌输给受众,使受众欣然接受并消费。研究表明,电影中,高频次、高情节契合度的广告植入,可以加强受众对品牌的认知度,甚至直接影响其消费选择;一部好的电影也会让其周边产品成为畅销品牌。基于电影媒介独特的影响力,本文认为,中国电影植入式广告的运营,应该向美国电影学习,将植入式广告做得隐秘不突兀,自然而然地出现在电影故事情节中,产生影响力,引导消费者接受并消费。

In this article,movie product placement and effects of brand communication have been compared andanalyzed multi dimensionally. in this article,by the way oflisting the Chinese and foreign film and analyzing typical cases in the same movie to compare their advantages and disadvantages; otherwise,analyze the survey data of movie product placement＇s communicating effect in one typical film. Base on these analysis,we further elaborated into interaction between commercial brand implantation and film as well as to the audience＇s influence,finally,using the American film industry＇s effective business model for reference put forward the future trend of Chinese movie product placement.