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美国作业代写:Film Implant Advertising

2018-01-17 来源: 51due教员组 类别: Paper范文

下面为大家整理一篇优秀的paper代写范文- Film Implant Advertising,供大家参考学习,这篇论文讨论了电影植入式广告。植入式广告又称植入式营销,是指将产品或品牌及其代表性的视觉符号甚至服务内容策略性融入电影、电视剧或电视节目内容中,通过场景的再现,让观众对产品及品牌留下印象,继而达到营销的目的。电影中的隐性广告是以商业性的利益出发点进入电影的,它在无形中劝导、诱惑着观众的消费欲望。虽然电影植入广告的商业性与影片的文化性存在着冲突,但如果广告安排得巧妙,不影响影片剧情的发展,观众还是乐于接受的。

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Implantable advertising, also known as implantable marketing, refers to the product or brand and its representative visual symbols and even service content strategy into the film, TV or TV program content, through the reappearance of the scene, so that the audience to the product and brand to impress, and then achieve the purpose of marketing.

Film embedded advertising can be divided into image implantation, dialogue implantation, scene implantation, plot implantation and other forms, all forms can be linked to each other, at the same time put, can also carry out the brand of separate implantation, non-interference.

Image implantation means that a brand's goods or services are implanted into the film according to the symbolic meaning of the brand, which becomes the external manifestation of the protagonist's individuality and connotation. At the same time through the story to promote brand name, rich brand connotation, enhance brand personality, further enhance the brand image.

In the film, the dialogue is a clever way to embed the brand or service into the advertisement, through dialogues and subtitles to show The advertiser's brand image, product characteristics and service concept.

Scene implantation refers to the emergence of a branded visual symbol or product itself as part of a scene or scene in which a story takes place in the content of a movie.

With the development of market economy and the increasingly fierce competition, the marketing strategy of film implantation advertising is also showing a trend of diversification. Strategists in recent years, the film implanted advertising marketing strategy, the main forms of the following three kinds:

In the late the 1980s, integrated marketing communication was first proposed in the United States, which refers to a systematic communication activity in which enterprises use all kinds of communication methods to transmit consistent marketing information to specific groups and promote communication and communication. One of the advocates of the theory, Schultz stressed: "Use all information sources in the Enterprise for communication and communication, to plan, develop, implement and evaluate collaborative, measurable, persuasive, long-term branding projects for consumers, customers, potential customers, and other relevant external and internal target audiences. "With the complementary of other means of communication, the effect of film implantation is very easy to be promoted by the synergistic effect, and the advertisement is dissolved in the system of integrated marketing communication."

Because of the characteristics of the film implanted advertisement and the limitation of the content of the film, many main demands of the brand promotion cannot be fully presented. When the film implantation caused the audience attention, advertisers need to follow through the follow-up marketing, with the help of other integrated marketing to further consolidate and increase publicity efforts, so that the audience more understanding and concern about the brand. In addition, film implant transmission is only part of the overall brand building, after the film implanted brand, advertisers marketing task is not over. Enterprises in the overall marketing strategy under the guidance of strategic objectives, integration of other means of communication to the brand to carry out a full range of dissemination. For example, the film premiere support, follow the pace of movie stars to launch a publicity offensive, follow-up series of film publicity, film product development, etc., fully release the brand energy.

The so-called green marketing, refers to the "Enterprise for the realization of their own interests, consumer interests and social interests of the unity of environmental concept as the guiding ideology, the value of green culture, to achieve their own interests and environmental interests of consumers, the concept of product and service pricing promotion and distribution of the planning and implementation process, It is not only to meet the needs of consumers and thus obtain profits, but also in line with the long-term interests of environmental protection, and accurately deal with consumer demand for enterprise interests and environmental protection contradictions between the three interests of coordination, integrated. In the film implantation advertising, should follow the concept of green advertising, in the use of implant methods, to ensure that the enterprise's products are "green", consumer consumption process is also "green", in order to achieve the desired effect. For example, in the movie "I would like to", "a shop" this brand through the scene implantation into the plot, the actor in waiting for a series of actions and "a shop" related. Advertisers in the early investment time to insert a number of "a shop" this brand, although the visual reach the purpose of publicity, but due to the lack of adequate consideration and the integration of the film plot, easy to cause audience antipathy. In the film to carry out a large number of advertising, itself is a non-green marketing behavior, will cause people's sensory pollution, so in the green marketing strategy, to the audience's green demand as the goal, through the appropriate placement of advertising performance to meet the needs of consumers green.

Cultural marketing, "essentially refers to the full use of cultural power to achieve the target marketing activities of enterprises, in the market research, environmental forecasting, selection of target market, market positioning, product development, pricing, channel selection, promotion, service delivery and other marketing activities should be active in cultural infiltration, improve cultural content, Culture as the media and the customer and the public to build a new interest community relations. Cultural marketing strategy includes four aspects of product culture strategy, pricing culture strategy, distribution culture strategy and promotion culture strategy. In the film implantation advertisement, the product cultural strategy appears especially important, because most advertisers through in the film import the company's visual symbol including the product kind and the brand mark and so on to carry on the marketing. Advertisers in the film in the placement of advertising, to make products in the concept of satisfying people a certain desire and demand, while the cultural connotation into the product. The product culture in the film implantation advertisement should be in harmony with the cultural connotation of the film, so as to play the role of smooth and quiet, but it can only gild the lily. For example, in the film "Aftershock", Fonda in the chat with the Secretary of China Life advertising language "on the election of Chinese longevity, steadfast." Chinese life advertising language through the form of dialogue implantation, which not only for the film's plot development did not promote the role, but also will cause the resistance of the audience, and disaster film theme keynote. Although the implantation advertisement enhances the enterprise the popularity and the exposure rate, but whether will increase the audience the memory effect and the goodwill degree is an unknown.

Most of the film's implantable ads, just give the product an opportunity to meet with the audience, not fully consider the product itself and the film plot of relevance, the form is not natural. Does not reflect the content of the product, nature will not be able to impress the audience. Chinese films blindly copied the experience of foreign films and neglected the actual situation, so in the application process of implantable advertising sometimes deviated from the current situation of China's film and advertising industry. With the development of the film industry, many low-cost films, in order to earn profits, at the expense of the continuity and twists and turns of the storyline, as much as possible insertion of embedded advertising. Let the audience in the process of watching the film, there is a feeling of being cheated into the advertising market.

Film itself is an art form, no art is not called it as a real movie; without commercial operation, the film loses a vast space of creation, and its artistry is difficult to achieve better. Although the film has always been between art and business to find a way out, but a successful film should be both artistic and commercial success. For modern movies, the need for balance is more pressing. Critics of commercial films have long said commercial films are useless because of the heavy impact of commercial color on the true artistic color of the film. Proponents of commercial films seem to be closer to pragmatism, emphasizing the importance of business factors in the successful operation of the film. However, it is undeniable that only a reasonable combination of the two can truly achieve the effective transmission of the film, too heavy commercial color will reduce the artistry of the film. It is assumed that a film needs to add several additional scenes to highlight the implanted brand and product, which will affect the fluency, freedom and the sufficiency of artistic expression.

During the viewing process, the audience needs to accurately identify the implanted brand or product within a short period of time. Therefore, the brand has the high popularity and the cognition degree is the primary request to the placement advertisement delivery. In contrast, they are more likely to use implantable advertising to improve the visibility of certain products or new entrants to the brand. In the movie works, the enterprise's new product often because of the appearance new, the characteristic new not for the audience attention, its brand appeal generally stays in the simple informing and enhances the characteristic cognition degree two aspects. Advertisers can consider in the same time to release hard advertising and film embedded advertising, timely to the potential consumer "interest" into "desire." In the film, the capacity for implantable advertising is limited, and overuse can cause audiences to resent it. In reality, audiences tend to understand all persuasive information as "advertising", they are highly sensitive to "advertising", once they feel that this is "advertising", will be conditioned to shut the door of the mind, ultimately affect the acceptance of the attitude of the film.

Due to the existence of many uncertainties, many films have been filmed and produced for a long time. From the completion of the production to the broadcast of the time there are many unknowns, and even some movies at last can not broadcast. It may be that when the film is released, the advertising strategy or product of the enterprise has changed. Therefore, enterprises in the implantation of ads, to choose a good script and director, to pay attention to the contract to ensure their own interests, can be paid in a period of time, each to achieve a period of pay a certain fee, so that can effectively control the investment in the placement of advertising, reduce risk.

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