摘 要:当充斥在各大媒体的直白式广告已经使消费者倍感厌恶之时,电影作品中的隐性广告正在受到越来越多的广告主的青睐。电影作为一种新的广告媒体,表现出巨大的广告价值和独特的传播优势。然而时至今日,电影和广告的合作仍处于成长阶段,并存在诸多不足。本文立足于具体分析,总结电影隐性广告应该如何扬长避短,发挥最大优势。
关键词:电影作品 隐性广告 扬长避短
ABSTRACT
In the face of a great deal of direct advertising at the primary media, consumers have become disgusted to it. As a result,recessive advertising in movies is preferred by more and more advertisers. As a new developing media of advertising, movie has great value and special predominance of communication. But recessive advertising in movies is still in developing phase, it has much disadvantage.
In this paper, the writer will do some analysis to recessive advertising in movies and summarize some suggestions to enhance advantage and avoid disadvantage of it in order to manage recessive advertising in movies effectively.
KEY WORDS: movies, recessive advertising, enhance advantage and avoid disadvantage
在所有的传播媒介中,影视广告(电影广告和电视广告)的效果最佳。然而,目前电视,正在遭受新媒体的围困:很多人通过录像带看电视节目,因此就能快速越过那些广告时段,数字录像技术的诞生使这一现象更为普遍;此外,越来越多的人总是同时兼顾好几件事,比如一边在电脑上工作,一边收看电视,这样一来,他们就很难仔细地关注电视的内容;电视所面临的另一大威胁是,与父辈相比,年轻人在电脑上所花的时间远多于看电视的时间;有线电视的兴起也抢夺了一部分电视观众,这又缩小了单一的电视广告的受众面。对于电视广告效力的担忧几乎已经达到了顶点。另外,由于在过去的生活中,广告一直扮演着直白式推销的角色,加上各类劣质广告带给消费者的伤感,以致给广告披上了不太光彩的外衣,让一部分消费者闻广告而色变。
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