摘要
影视植入式广告具有广告所固有的功利性特征,同时,它的艺术创作富有情感性,能使消费者在了解产品信息的同时,获得精神愉悦。影视植入式广告意境的创造主要通过营造艺术氛围,使受众在强烈的情感体验中对产品或品牌产生亲和感,心悦诚服地接受产品信息。这样不仅能达到预期的传播效果,而且给消费者以美的享受。此外,名人效应对影视植入式广告的传播效果起着重要作用。
Product placement advertising in movies and television is utilitarianism inherent,at the same time,its art creation is full of emotional,it allows consumers to access to the spiritual pleasures during understand product information.The conception of product placement advertising lies in creating artistic atmosphere,by making audience feeling emotional experience strongly in production or brand affinity,and consumers willingly accept the product information,it does not only achieve the desired communication effect,but also makes more artistic conception to the consumers.Meanwhile,celebrity endorsements play an important role on the effect of it.
出处
《孝感学院学报》
2011年第2期60-64,共5页
JOURNAL OF XIAOGAN UNIVERSITY
关键词
植入式广告
审美
影视
名人效应
product placement advertising
aesthetic
movies and television
celebrity endorsements
