CAJ | 학술논문

影视植入式广告具有广告所固有的功利性特征，同时，它的艺术创作富有情感性，能使消费者在了解产品信息的同时，获得精神愉悦。影视植入式广告意境的创造主要通过营造艺术氛围，使受众在强烈的情感体验中对产品或品牌产生亲和感，心悦诚服地接受产品信息。这样不仅能达到预期的传播效果，而且给消费者以美的享受。此外，名人效应对影视植入式广告的传播效果起着重要作用。
영시식입식엄고구유엄고소고유적공리성특정，동시，타적예술창작부유정감성，능사소비자재료해산품신식적동시，획득정신유열。영시식입식엄고의경적창조주요통과영조예술분위，사수음재강렬적정감체험중대산품혹품패산생친화감，심열성복지접수산품신식。저양불부능체도예기적전파효과，이차급소비자이미적향수。차외，명인효응대영시식입식엄고적전파효과기착중요작용。
Product placement advertising in movies and television is utilitarianism inherent,at the same time,its art creation is full of emotional,it allows consumers to access to the spiritual pleasures during understand product information.The conception of product placement advertising lies in creating artistic atmosphere,by making audience feeling emotional experience strongly in production or brand affinity,and consumers willingly accept the product information,it does not only achieve the desired communication effect,but also makes more artistic conception to the consumers.Meanwhile,celebrity endorsements play an important role on the effect of it.