摘要
影视传播中的隐性广告以一种隐性化、人性化的方式将广告融入电影的剧情或者电视节目当中,让观众在无意识中留下深刻的品牌印象。相对于显性广告——电影、电视节目片尾出现的鸣谢单位、赞助单位以及贴片广告的宣传模式,隐性广告具有更强的娱乐性,它可以引起受众的自发关注和参与。广告形式与节目内容有机结合,受众在欣赏节目过程中得到潜移默化的影响,从而带动广告产品的销售,达到一种很理想的广告宣传效果。
In film and television dissemination, recessive advertisement integrates the advertisement into the plot or the television program in a recessive and reasonable way, leaving deep impression on its audience unconsciously. Compared with explicit advertisement - acknowledgement units, sponsors as well as other pieces of advertisement appeared at the end of the movie of television program, recessive advertisement is of more entertainment nature because it may arouse audience attention and spontaneous participation. The combination of advertisement form and content and imperceptible influence of program on its audience can facilitate sales of products advertised and thus achieve an ideal effect of publicity.
出处
《西北第二民族学院学报（哲学社会科学版）》
2007年第4期134-136,共3页
Journal of The Second Northwest Institute For Ethnic Minorities(Philosophy and Social Science)
关键词
隐性广告
影视传播
受众
宣传效果
recessive advertisement
fdm and television dissemination
audiences
effect of publicity
