新时期国产电影植入广告研究

Research on the Placement Advertisement of Chinese Film in the New Period

改革开放以来,通过一系列经济文化政策的施行,中国电影业与广告业获得发展机遇,重新焕发生机。尤其是千禧年之后,同作为朝阳产业的两者,更呈现出一种更紧密、同步调的发展气候。为实现经济与文化传播上的双赢,电影广告植入现象不断发展并变得更加丰富多元。通过梳理新时期国产电影文本中植入广告的发展历程,结合当下电影中广告植入的新现象,从影片与广告两方面来分析影响广告植入的因素,探究广告植入电影在改革开放以来,不同时期所选择的电影类型侧重及新的发展现象。

Since the reform and opening up, through the implementation of a series of economic and cultural policies, China’s film industry and advertising industry have gained development opportunities and rejuvenated. Especially after the millennium, both as sunrise industries, have shown a closer and synchronized development climate. In order to achieve a win-win situation in economic and cultural communication, the phenomenon of film advertisement implantation has been developing and becoming more and more diversified. In this paper, by combing the development process of embedded advertising in the domestic film text in the new era, combined with the new phenomenon of advertising implantation in the current film, the paper analyzes the factors affecting the placement of advertisements from the perspectives of films and advertisements, and explores the film types selected in different periods and the new development phenomenon of the placement of advertisements since the reform and opening up.