我国早期电影广告的原型及管理探析  

The Study of Archetype and Management of Chinese Early Film Advertising

作　　者：杜艳艳[1] 陈培爱[2] 

机构地区：[1]浙江工业大学人文学院 [2]厦门大学新闻传播学院

出　　处：《新闻与传播研究》2012年第6期78-84,111,共7页Journalism & Communication

基　　金：教育部人文社科青年基金项目"中国近代民族品牌的广告传播"(12YJC860014)研究成果之一

摘　　要：20世纪上半叶,随着中国电影产业的发展,早期电影广告也迅速兴起,其内容和形式都得到较快的丰富和发展,从平面设计到立体布局,从灯片广告到活动影片,甚至还出现了植入广告的雏形。同时,早期电影广告也暴露出恶性竞争、色情和过分夸张等弊端。早期电影广告的监管在某种程度上改变了这种局面,促进了电影行业和电影广告的良性发展,对今天的电影广告管理亦有一定的参考价值。In early 20th century,with the development of the film industry,the form and content of the Chinese early film advertising had become more abundant,that from graphic design to three-dimensional layout,from slide advertisings to activities film,and even appeared the prototype of the product placement.However,there were many problems in the development of film ads,such as the intensified competition,the trend of exaggeration,pornography and so on.To some extent,the early film advertising management changed this situation, and promoted the film industry and film advertisement benign development.This also provides a history reference and reflection for the today's film advertisement management.

关 键 词：电影广告 广告管理 早期 原型 20世纪 电影产业 立体布局 平面设计 

分 类 号：J959[艺术—电影电视艺术]