中国电影植入式广告运作模式问题与对策研究

摘要

Advertising placement in movies falls into the placement in scenes,language,plot and images.As placement in China’s movies was still in its early stage,its business modes are far from being perfect,which is indicated by such problems as crude tactics,superficial contents,abrupt methods,harsh effects,improper manipulation and conspicuous commercial intentions.In light of these problems,the business modes of placement should be enriched,the natural combination of brand names and movie contents should be emphasized,the principle of ＂content first,audience foremost＂ should be followed,and the balance of business and art should be well kept.Moreover,laws and business rules should be introduced to regulate the practice of advertising placement.%电影植入式广告运作模式大体可分为场景植入式、语言植入式、情节植入式、形象植入式。中国电影植入式广告由于起步较晚,其运作模式还很不成熟,存在很多问题,如方法过于简单,内容过于浅白,手段过于生硬,效果过于突兀,分寸掌控不当,商业色彩过浓等。针对这些问题,可以丰富植入式广告的运作模式,强调品牌与内容的自然结合,坚持内容为主、受众为本的原则,实现商业与艺术的有效平衡;加强对植入式广告的法律监管,建立相关的行业准则。