论电影《非诚勿扰》中的旅游景点广告植入  

On the Product Placement of Tourist Attractions in the Film of "If You Are The One"

作　　者：王柳芳[1] 

机构地区：[1]南昌师范高等专科学校人文科学系,江西南昌330103

出　　处：《江西科技师范学院学报》2013年第3期66-69,65,共5页Journal of Nanchang Vocational & Technical Techers' College

摘　　要：电影《非诚勿扰》(以下简称《非诚》)植入大量旅游景点广告,旅游广告的植入与电影情境的融合度较高。《非诚》带来了巨大的市场效应,捧红了众多景点,本文引用数据对各个植入景点的广告效果进行盘点,并从旅游产品定位、生活理念的深层植入、整合营销的传播等三方面对其成功的原因进行了剖析。the movie ＂If You Are The One＂ embeds a large number of tourist attractions advertising. The fusion degree of tourism advertising and situation of the film is higher. The film has brought huge market effect, making many scenic spots famous. This paper, on the basis of the study of advertising effectiveness, analyzes the reasons of its success from the three aspects of product positioning, implanted life concept, and integrated marketing communication.

关 键 词：电影 广告 旅游 《非诚勿扰》 

分 类 号：F592.99[经济管理—旅游管理]