从“变形金刚”看我国电影的植入式营销  

Implanted Marketing of China Movies from "Transformers"

作　　者：张磊[1] 

机构地区：[1]哈尔滨金融高等专科学校管理系,黑龙江哈尔滨150030

出　　处：《商业经济》2008年第5期54-55,118,共3页Business & Economy

摘　　要：随着我国商业电影市场的发展,越来越多的商业片都加入了植入式广告。但目前由于国内对隐性广告处理方式不恰当,对插入的内容和位置考虑不周以及缺乏对营销美学的深入分析等,对品牌形象造成了负面影响,导致隐性广告"不隐性"的问题。隐性广告要服从剧情要求,过度明显的功利性广告效果会损害观众的利益。应加强品牌与影片的内在逻辑性,建立有效的消费者识别的植入式营销,将植入式营销进行有情节的合理设置,以达到事半功倍的广告效果,实现经济效益的双赢。With the development of markets of China＇s commercial movies, more and more commercial movies have added to implanted ads. However, because the embedding methods, contents and places of recessive ads are improper and the analysis on marketing aesthetics is insufficient, commercial movies brought negative effects to brand image-recessive ads are not recessive. Recessive ads need conform to the movie plots since excessively obvious utilitarian ads will damage audience＇s interest. We should stress the inner logic between brands and movies, create effective implanted marketing recognized by consumers, and rationally arrange the plots of implanted marketing to achieve advertising and win-win aim on economic benefits effectively.

关 键 词：植入式营销 品牌 广告 

分 类 号：F279.23[经济管理—企业管理]