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植入广告又称作植入式广告,它依托影视剧对观众的吸引力,将产品或者品牌特性与剧情相结合将产品特性或者品牌理念传递给消费者,进而达到促销的目的。现如今,植入广告频繁的出现在各种各样关注度极高的节目里,然而一出现却是一些让受众感觉到突兀,生硬且与剧情毫无关系的“产品说明书”式的内容。让受众不厌其烦。植入广告在表达方式上普遍存在过于追求实用性而忽略艺术性的问题,本文通过研究徐峥导演的电影《港囧》,分析植入广告以实用性为根本,以艺术性为外在修饰的方法,探究如何将实用性与艺术性在影视剧中的合理使用。
Implanted advertising, also known as implantable advertising, which relies on the attraction of the audience to the drama, the product or brand features and plot combination of product features or brand concept passed to the consumer, so as to achieve the purpose of promotion. Now, implanted ads appear frequently in a variety of programs of great interest, but there is some appear to make the audience feel abrupt, stiff and has nothing to do with the story “product specification ” style content. Let the audience take the trouble. Implanted advertising in the expression of ubiquitous pursuit of practicality and neglect the art of the problem, this paper through the study of Xu Zheng’s film “Hong Kong 囧”, analysis of implanted ads to practicality as the fundamental to artistic as the external modification method, Explore how to use the pragmatic and artistic in film and television drama rational use.