论文部分内容阅读
近年来,影视植入式广告受到我国各界的质疑,其中,关于影视植入式广告对受众权利的藐视与践踏最令人瞩目。植入式广告在国外的成功运用表明它并非万恶之源,在充分尊重受众的基础上,植入式广告对我国影视产业将产生重要的推动作用。本文主要基于受众权利视角,论述当前国内影视植入式广告存在的误区并提出相应建议。
In recent years, film and television placement advertisements have been questioned by all walks of life in China. Among them, the disdain and trample on audience rights of film and television placement advertisements are the most impressive. The successful application of implanted advertising abroad shows that it is not the source of all evil. Based on the full respect for the audience, the implanted advertising will have an important role in promoting the film and television industry in China. This article is mainly based on the perspective of audience rights, discusses the current misunderstanding of domestic film and television embedded advertising and puts forward corresponding suggestions.