美学视域下的影视植入式广告传播

影视植入式广告具有广告所固有的功利性特征,同时,它的艺术创作富有情感性,能使消费者在了解产品信息的同时,获得精神愉悦。影视植入式广告意境的创造主要通过营造艺术氛围,使受众在强烈的情感体验中对产品或品牌产生亲和感,心悦诚服地接受产品信息。这样不仅能达到预期的传播效果,而且给消费者以美的享受。此外,名人效应对影视植入式广告的传播效果起着重要作用。

On the Communication of Product Placement Advertising in Movies and Television from the Perspective of Aesthetic

Product placement advertising in movies and television is utilitarianism inherent,at the same time,its art creation is full of emotional,it allows consumers to access to the spiritual pleasures during understand product information.The conception of product placement advertising lies in creating artistic atmosphere,by making audience feeling emotional experience strongly in production or brand affinity,and consumers willingly accept the product information,it does not only achieve the desired communication ...