植入式广告的受众反应与规制依据

Audiences' Responses and Regulatory Foundation of Product Placement

植入式广告在中国迅速发展的同时也带来负面效应,当前主要发达国家和地区对植入式广告的规制有强化的趋势。植入式广告立法在我国尚处于论证阶段,相关研究多从法理角度展开。事实上,规制尺度的主要依据之一是受众对植入式广告的反应,而传播学和营销学视角的植入式广告研究为此提供了丰富的实证证据,据此可制定更合理的规制措施,促进影视艺术作品市场和植入式广告市场的健康发展。

Product placement has brought some negative effects to the market while it＇s growing rapidly in recent years. Currently,different countries and regions are about to put more restrict regulations on it. China is on the way to lay down the law to product placement,related researches are mostly from the perspective of theory of law. In fact,one of the regulative reasons is mainly based on the audiences＇ responses to product placement,which have empirically and widely proved by the researches from marketing and communication perspective. With these researches,government could make more reasonable regulations on the product placement and facilitate the healthy development of movies and TV programs as well as product placement market.