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近年来,不景气的台湾影业,愈来愈将电影广告视为先声夺人,赚取票房价值的手段。大大小小的报刊上,天花乱坠的电影广告,触目皆是。为了竞争,片商旗下的文人墨客,常要绞尽脑汁,搜肠刮肚;戏院老板,恨不得就凭那几句精心炮制的花梢广告,千方百计将观众拉进电影院,为了把影片吹出去,耗费巨资买下整块版面连篇累牍刊登广告的,也大有人在。电影广告中所使用的字眼,可谓光怪陆离,无奇不有。“古今最大惨案,人间最大怪谈!再奉劝一句,剧情非属寻常,胆小者及心脏衰弱者,千万勿来冒险!”——这是影片《鸟盆冤魂》的广告。危言耸听,故弄玄虚,是所谓“鬼怪恐怖片”广告惯用的手法。片商们总是将影片形容得怵目惊心,极力渲染它的阴森可怖,企求用这来吸引观众的好奇心。
In recent years, the downturn of Taiwan’s film industry has increasingly regarded cinema advertising as a means to win first and earn the box office value. Large and small newspapers and magazines, hype over movie ads, all visible. In order to compete, the filmmaker’s literati, often rack their brains, search intestines; cinema boss, wait a few fancy concoct fancy ads, do everything possible to pull the audience into the cinema, in order to blow the film out to spend huge sums of money Buying the entire page after another article published a lot of advertisements, but also a lot of people. Wording used in movie ads can be described as bizarre, beyond all expectations. “The greatest tragedy in ancient and modern times, the world’s largest weird talk! And then advise a story unusual, timid and heart weakness, do not come to adventure!” - This is the movie “bird innocent” ads. Alarmist, trickery, is the so-called “ghost horror movie” advertising practices. Filmmakers always portrayed the movie as shocking, strongly rendering it ghastly, seeking to use this to attract the audience’s curiosity.