从植入到融入,广告在影视中的存在之道——《杜拉拉升职记》植入广告引发的思索  

From Implant to Integrating,the Exist Way of Advertising in the Film——Analyzing the Implant Advertisement in "GO LALA GO!"

作　　者：代婷婷[1] 

机构地区：[1]武汉大学,武汉430000

出　　处：《新闻界》2010年第4期154-155,共2页Journalism and Mass Communication

摘　　要：《杜拉拉升职记》的植入广告过多过频,生硬突兀,与现实生活脱节,在达到"注意"效果后,未能对受众的"心理"效果进行考量。这正是植入式广告的通病,即关注重点在广告主和广告商。"融入式广告"的关注重点在于受众的观影感受,让受众陶醉在影视作品的审美愉悦的同时潜移默化的接受广告商品。The excessive and frequent implant advertisement in ＂ GO LALA GO! ＂ seems to be awkward and divorced from the reality. The audience＇s ＂attention＂ may be achieved, but the audience＇s ＂psychological＂ effect riot be considered. It is a common problem with the implant advertisement that the emphasis focuses on advertisers. ＂Integrating advertisement＂ focuses on the audience＇s viewing experience and make the audience accept the advertising while revels in the aesthetic pleasure of film. ＂

关 键 词：植入 融入 广告影视 

分 类 号：G206[文化科学—传播学]