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在传播媒介多元化的时代背景下,受众对显性广告呈现出注意逃离和信任度下降的趋势,电影植入式广告作为一种新兴的营销策略,具有融合性强、接受度广、记忆度高、持续性长等优势,兼顾商业利益和光影艺术,在真实再现生活、娱乐大众的同时,向观众传播品牌形象,最终达到对受众"潜移默化"的影响效果。
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基本信息:
DOI：10.15981/j.cnki.dongyueluncong.2015.05.010
中图分类号:J943.1
引用信息:
[1]李利,许加彪.符号学视角下中国电影植入式广告的品牌营销研究[J].东岳论丛,2015,36(05):65-69.DOI:10.15981/j.cnki.dongyueluncong.2015.05.010.
基金信息:
陕西省社会科学基金项目《整合营销策略观照下的电影植入式广告研究》(项目编号:13L060)的阶段性成果