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艺术的广告植入能让品牌与电影双赢。近年来我国电影市场的迅猛发展与国产影片的繁荣,使国内服装品牌纷纷关注到电影领域,并积极开展跨界合作。而随着我国电影市场化程度的不断提高,电影对服装品牌广告植入提出了更高的资金要求,品牌也相应对广告植入的技巧提出了创新的难题。然而,生硬的广告植入不仅会影响电影本身的质量,也会使观众对品牌产生厌烦感。那么,如何进行艺术的广告植入,让品牌与电影双赢?笔者从近期的贺岁片入手,分析其不同的广告植入形式,并归结其中要点,从而让服装品牌找到与电影合作的创新点。
Art advertising implants make the brand and film a win-win situation. In recent years, the rapid development of China’s movie market and the prosperity of domestically produced films have led the domestic apparel brands to pay close attention to the field of film and actively carry out cross-border cooperation. With the continuous improvement of marketization in China, the movie puts forward higher funding requirements for apparel brand advertisement implants, and the brand also presents creative problems correspondingly to the techniques of advertisement implants. However, impromptu advertising implants not only affect the quality of the movie itself, but also annoy the audience with the brand. So, how to carry on the advertisement of the art, make the brand and the film win? The author starts with the recent New Year film, analyzes its different advertisement implants form, and sums up the key points, so that the apparel brand can find the innovative point of cooperation with the movie.