电影中植入式广告的法律思考  

Legal Consideration of the Implantable Advertising in the Film

作　　者：喻白薇[1] 

机构地区：[1]湖南大学,湖南长沙410082

出　　处：《贵阳学院学报（社会科学版）》2011年第2期29-31,共3页Journal of Guiyang University:Social Sciences

摘　　要：中国电影的产业化改革进程,不仅加快了电影产业的繁荣,也带动了电影广告产业的发展。植入式广告将产品或服务与电影相结合,试图达到艺术与营销的双赢,它拓展了广告宣传的新空间,同时也一定程度上缓解了电影制作中对资本的需求。由于植入式广告在我国尚处于初步发展阶段,加之目前我国没有植入式广告的相关法律法规,其逐步盛行的过程中不免出现了诸如植入的广告过多导致观众反感、植入广告与剧情发展并无关联性、植入广告为广告宣传所禁止的内容等问题。学界对于植入式广告的运行模式探讨得较多,而如何对其进行引导与监管却被忽视。只有将植入式广告纳入法制管理的轨道,才能实现电影与广告的共同发展。With the process of China＇s film industry gradually expand,the film industry and the advertising business thrive.As an addition and extension of traditioanal advertisement,implantable advertising is a form of advertisement developing with movie.It tries to attain the win-win between the art and marketing.Implantable advertising in China still in early market phase,what＇s more,laking of related law,there are some problems to solve.Such as,too much implantable advertisings causing audience＇s boredom,there＇s no association between the film and theadvertisement.The operation mode of implantable advertising is discussed,however,guidance and supervision are ignored.Only administer implantable advertising in accordance with the law can we achieve win-win.

关 键 词：植入式广告 电影产业化 广告法 法律监管 

分 类 号：D922.294[政治法律—经济法学]