影视植入式广告的价值迷失与复归——以综艺节目为例  

Value Loss and Return of Product Placement in Films and TV Shows:A Case Study of Variety Show

作　　者：张步中[1] 李晨[1] Zhang Buzhong;Li Chen

机构地区：[1]华南理工大学新闻与传播学院,广州510006

出　　处：《复印报刊资料（新闻与传播）》2019年第5期52-56,共5页JOURNALISM AND COMMUNICATION

基　　金：国家社会科学基金项目“新时代我国主旋律纪录片价值导向研究”(18BXW057)。

摘　　要：消费主义催生了我国影视植入式广告从“隐性植入”到“显性侵入”的发展异变。文章以最具代表性的综艺节目为例,从价值层面对影视植入式广告进行理性的价值审视。在分析影视植入式广告审美、经济、文化价值迷失的基础之上,提出了创意驱动、市场驱动、价值观驱动、政策驱动的价值复归路径。Product placement in films and TV shows has metamorphosed from"implicit implantation"to"explicit intrusion"due to the influence of consumerism.This research takes the most representative variety shows as examples,and examines the social value of film-based product placement advertisements in a rational way.After analyzing their value loss from the perspectives of aesthetics,economics,and culture,this research proposes a path for their value-return which features creative-driven,market-driven,value-driven,and policy-driven.

关 键 词：影视 植入式广告 价值迷失 综艺节目 

分 类 号：G63[文化科学—教育学]