消费社会视阈下植入式广告在影视作品中的创新性渗透及优化策略

Innovative Penetration and Optimization Strategy of Product Placement in Film and Television Works from the Perspective of Consumer Society

消费社会视阈下,以美学场景设置为主要表征的植入式广告在当代影视作品及其数字化传播中得到快速发展,演员代言人+、闪植创可贴、创意小剧场、剧情化场景等新的渗透方式都值得探索。同时也应看到,为防止影视作品中植入式广告演化成简单粗暴的“侵入式广告”,应遵循广告欲望与广告美学的双重逻辑,从把握隐蔽度、增强娱乐性、注重融合性、提高触达率等四个方面进行渗透方式的进一步优化,从而实现品牌、影视作品、平台、受众的多方共赢。

From the perspective of consumer society,the product placement,taking aesthetic scene setting as its main representation,has developed rapidly in the contemporary film and television works and their digital communication.New penetration methods such as actor spokesperson plus,video-in band aid,creative small theater and plot scenes are worth exploring.Meanwhile,it should also be noted that in order to prevent the product placement in film and television works from evolving into simple“intrusive advertising”,we should follow the double logic of advertising desire and advertising aesthetics,and further optimize the penetration mode from four aspects:grasping the degree of concealment,enhancing entertainment,focusing on integration,and improving the touching rate,so as to realize the win-win situation of brand,film and television works,platform,and audience.