«礼拜六»文本中的植入式广告∗

摘要

The editors of the journal Saturday integrate the journal’s brand,its representative symbol or even its sale condition into the fictions’content strategically,which leaves readers a deep impression on the brand by the reappearance of scene,in order to achieve the purpose of marketing. The implanted advertisements in Saturday mainly manifested in the following:Firstly,it praises and promotes positively;Secondly,it praises the journal with the others’mouth;Thirdly,it develops a new style of “negative”propaganda;Finally,the use of personification makes the periodical brand rooted in readers.%«礼拜六»期刊文本中，将«礼拜六»品牌或其代表性的象征符号或«礼拜六»的消费状况策略性地融入小说内容中，通过场景的再现，让读者对品牌留下深刻印象，继而达到营销的目的。«礼拜六»文本中的植入式广告主要表现在：一、正面夸奖、宣传；二、借别人之口夸赞；三、独辟蹊径的“反面”宣传；四、拟人化手法使期刊品牌扎根读者。