Essay代写：Film product placement－r51due

下面为大家整理一篇优秀的essay代写范文- Film product placement，供大家参考学习，这篇论文讨论了电影植入式广告。电影植入式广告通过精心的策划把产品或者品牌安排到电影的某个情节当中，使它们成为电影故事情节的重要组成部分，让观众在毫无戒备的情况下接受关于产品或者品牌的信息，从而达到“润物细无声”的效果。可以说电影植入式广告跳出了传统广告的直白诉求模式，以更加隐蔽、积极、动人的形式潜入观众的视野，轻而易举的突破受众对广告的心理防线。

Movie implantable advertising through written and directed meticulous planning arrange product or brand to a plot of the movie, make them become an important part of the movie plot, let the audience in the case of unsuspecting receive information about products or brands, so as to achieve the effect of "moistens everything silently". To say the movie implantable ads jumped out of the traditional mode of direct appeal, in the form of more hidden, positive, and moving into the audience's field of vision, easy to break through the audience for advertising psychological line of defense.

Movie implantable advertising generally have very strong pertinence, in children's film, the director tend to join the children's advertising of consumer goods, such as toys, children's food, etc., in the "toy story 3" director joined the "barbie" toys of advertisement, film opened after the product was welcomed by the masses of children. In fashion movies, directors add products that young people love, such as cell phones, cars and cameras.

High-end fashion circles, for example, reflect the Hollywood film "the devil wears Prada" into the title has been advanced from the start advertising, it is doomed to be a movie fans pay close attention to all kinds of fashion boutique. The sharp-eyed fans quickly "analyzed" what kind of coat, shoes and hat the heroine was wearing. After the movie out of the street, the leading lady's dress has become the weathervane for many fashionable white-collar workers. Major sponsors Prada, Chanel and GUCCI rarely make such unified appearances in a single film.

A good movie with a strong vitality, it not only can be screened in the cinema, you can also play in TV, VCD, especially can also be widely circulated on the Internet, this ensures the advertising has wide audience, can maximum limit the spread of brand value.

The implantation requirement is tricky, and if it comes up suddenly in front of the audience, the audience will be offended if it is not in harmony with the story. When the implantation method is too obvious and rough, the audience will feel that their interests are infringed. The placement of advertisements in "the west wind blows hot" is probably the most memorable Chinese film of 2010. Despite the film on the number of ads than if you are the one 2 ", "tangshan earthquake", "du la la" and so on film, but its very abrupt and violent implant technique make people speechless. The recurring pharmaceutical advertising more than first appears in cheng yixun and male under coach stepped into the desert before, in a run-down little village, a huge, bright some brand laxatives advertising stands in the middle of the village, pictures and even pause 3 seconds.

The film is a reflection of real life, where most of the items in real life have brand logos on them, and television, newspapers, magazines and outdoors are filled with advertisements. Therefore, it is not unusual for the brands and advertisements of the merchants to appear in the film. If a film director in order to avoid the use of real goods brand, coined a brand doesn't exist in real life, such as the "big shots" coke "ridiculous" and so on, the audience may think of the film from the real life, not true. Therefore, it is quite normal to have a coke in the film, and it is abnormal to have a ridiculous coke. Therefore, the audience will not realize the special significance of the trademark or advertisement in the film unless the director makes the trademark or advertisement conspicuous enough to disturb the audience's normal viewing of the film.

A successful film can make high rate can also be implied in the film at the box office products popular in society, but not every movie will be successful, because each film attendance cannot determine in advance, not like the circulation of newspapers or TV has a relatively fixed and ratings. The uncertainty of movie box office also leads to the instability of advertising effect. Can say the advertisement is a big success in the movie sense is dependent on the business of the predictability of the film, there are a lot of risk, sometimes spend large sum of money in exchange for the goods in May because the attendance of the film is not high and overshadowing all input, how to more effectively establish a supervision mechanism, try to reduce business risk and the problems need to be solved in the future.

In terms of brand building and communication, it is imperfect to think that only implantation on media such as movies and TV dramas can achieve the full promotion. During the movie, the audience may not feel the presence of brand advertising, many times only with the real public relations and advertising activity promotion, under the action of media publicity can more reflect the effect of product placement. It is urgent to extend the value of product placement by means of film integrated marketing communication for product placement advertisements that are currently being tried in China.

The essence of film is a creative product. "originality" determines that film is fundamentally different from other industrial products. "Creativity" is that it itself is replication, although there are types of separation and classification of the so-called commercial film, but film production link in any part of the fine adjustment and change, also can let two seemingly similar films with different charm and temperament.

As the film industry continues to develop, the competition between films is no longer limited to the box office. In the new marketing concept, the film industry chain is constantly extending, radiating to all fields. The days of box-office receipts are over, giving way to advertising sales, copyright trading and derivatives development. As a new value-added model, film product placement advertising has been adopted by more and more filmmakers, but it is confronted with commercial and artistic conflicts. Art and commercial nature are a pair of irreconcilable contradictions, and the film, as a natural combination of the two, means that it has conflict. The phenomenon that there is no aesthetics in business has brought crisis to film art creation and may also lead to the decline of film art taste. More and more professionals have realized that this is not a long-term solution, film goods must respect the law of art is the value of goods, that the film creation of "aesthetics" business concept to more shape. Chinese films need to cultivate professional producers to balance the conflict between business and aesthetics rationally, which can not only maintain the original artistic value of the films, but also maximize the benefits. Compared with the familiar film production and marketing modes in Europe and America, China's film industry still has a long way to go.

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