影视作品中的隐性广告及其对受众的影响

摘要

随着影视事业的发展与壮大，“隐性广告”悄然诞生。作为市场经济的产物，相比于显性广告遭受众抵触的处境，隐性广告越来越以其“隐性”并且形式多样的特点慢慢潜入了人们的生活中，对受众产生了一系列的影响。本文通过对影视作品中隐性广告的举例分析，阐释了隐性广告的内涵及其植入过程中存在的问题，进而指出受众面对隐性广告应该保持的正确心态。%With zhe development and film industries expanded gradually, ＂hidden advertising＂ was born quietly. As the product of a market economy, compared to the contravenc the dominant advertising suffered situation recessive ads increasingly with Its ＂hidden＂ and various characteristics into the people＇s life slowly the audience to join produced a series of influence. This paper demonstrates the meanings and problemsof hidden advertisting, indicates that advertisting should keep right face implicit attitude conclusion.