wloe2gf 发表于 2024-9-3 13:18:00

新媒介时代影视剧宣传移植怎么样玩出新花招？


    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/S6HqAIvT4OencAsC8c0Tu5l9hmuU4BRXQClLlFT7BOMTBlJkgYxtWicfCUCribNC2OdruXopWYbA9TjdtOYskPXg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>影视<span style="color: black;"><span style="color: black;">移植</span><span style="color: black;">宣传</span></span>营销分析系列之&nbsp;012&nbsp;篇<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">去年9月为新榜写的约稿，<span style="color: black;">始终</span>忘(懒)了(得)发</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你有在做视频创业，这篇<span style="color: black;">宣传</span><span style="color: black;">移植</span>手法值得借鉴</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">近期</span>和一<span style="color: black;">伴侣</span>准备<strong style="color: blue;">录音频节目聊文案</strong>，先预告一下</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/S6HqAIvT4OencAsC8c0Tu5l9hmuU4BRXXavTSDWaxibemwbcqYTtLW5zGYjzfibcgTpZYI7hjGLn0caD0o0qPUwg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">&nbsp;</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">倘若</span>你<span style="color: black;">近期</span>（写文时为2016年9月）有追剧，不论是青春剧、年代剧还是仙侠剧，<span style="color: black;">乃至</span>是韩剧，你都<span style="color: black;">必定</span>忘不了剧情之外<span style="color: black;">哪些</span>精彩的（辣眼睛的）<span style="color: black;">移植</span><span style="color: black;">宣传</span>。<span style="color: black;">因此</span>，今天就和<span style="color: black;">大众</span>聊聊影视剧<span style="color: black;">宣传</span><span style="color: black;">移植</span>的<span style="color: black;">哪些</span>事。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">首要</span><span style="color: black;">知道</span>一下概念，<strong style="color: blue;"><span style="color: black;"><span style="color: black;">移植</span>式<span style="color: black;">宣传</span></span></strong><span style="color: black;">指的是</span>在影视剧情、游戏中<span style="color: black;">插进</span>品牌、<span style="color: black;">制品</span>及其<span style="color: black;">表率</span>性的视觉符号<span style="color: black;">乃至</span>服务内容，以场景的再现的形式达到潜移默化的宣传效果。</span></p><strong style="color: blue;"><span style="color: black;">近期热门剧品牌<span style="color: black;">移植</span>盘点</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">近来<span style="color: black;">国产剧中的老九门、青云志、微微一笑很倾城等热播剧，除了聚集了一大批高颜值小花、小生主演，还吸引力一大波品牌<span style="color: black;">移植</span>。瓶子酱对近期几部热播剧中的<span style="color: black;">宣传</span><span style="color: black;">移植</span>品牌做了不完全统计，如下——</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_png/S6HqAIvT4Oe6cu89xhwnB9XhwLHdGN3ToSuicYIjVIBHHImDleKdt1e7F5kJRMkdu8NBmwcH4Q8IzXnpm06V0aQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">按照</span>这份不完全统计，热播的每一部国产剧都有<span style="color: black;">最少</span>4-5个品牌<span style="color: black;">移植</span><span style="color: black;">宣传</span>，其中三只松鼠、香飘飘、rio、东鹏特饮等品牌在多部剧中都有<span style="color: black;">移植</span>。而rio<span style="color: black;">更加是</span>“霸占”了近些年的十多部电视剧和综艺，生生依靠<span style="color: black;">移植</span>影视剧打开了市场知名度。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">国产剧之外，各大视频网站引进的热播韩剧<span style="color: black;">亦</span><span style="color: black;">一样</span>被国<span style="color: black;">制品</span>牌疯狂<span style="color: black;">移植</span><span style="color: black;">宣传</span>。《W两个世界》中分别<span style="color: black;">移植</span>了聚美优品、三只松鼠以及百草味的抱抱果。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/S6HqAIvT4Oe6cu89xhwnB9XhwLHdGN3T7r7icd9E4p0NpscG4ia6yZWbYRbMKiaeHqgK1znDm08q7AEz77VeI6ecQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《灰姑娘与四骑士》中<span style="color: black;">亦</span>在多个场景<span style="color: black;">移植</span>百草味抱抱果的<span style="color: black;">宣传</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/S6HqAIvT4Oe6cu89xhwnB9XhwLHdGN3TxbOAoiagKBRMHQFAuKtmiablAmicR5QPusLDYmS1jLWlnNo3zy88Ub68A/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span><span style="color: black;">移植</span>形式</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">移植</span>式<span style="color: black;">宣传</span>由来已久，并不是什么<span style="color: black;">鲜嫩</span>事，只是近来热播影视剧中的品牌<span style="color: black;">移植</span><span style="color: black;">宣传</span>太显眼，<span style="color: black;">导致</span>网友的集体吐槽。成功的影视剧<span style="color: black;">移植</span>应该符合剧情需要，<span style="color: black;">不可</span>破坏影视剧本身的内容，<span style="color: black;">导致</span>观众反感。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span><span style="color: black;">移植</span>在影视剧的应用<span style="color: black;">一般</span>以<span style="color: black;">制品</span>/品牌软性<span style="color: black;">移植</span>为主，<span style="color: black;">通常</span>分为以下几种：<strong style="color: blue;"><span style="color: black;">道具<span style="color: black;">移植</span>（露出）、台词<span style="color: black;">移植</span>（口播）、场景<span style="color: black;">移植</span>（剧情）。</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">道具<span style="color: black;">移植</span>，</span></strong></span><span style="color: black;">即将所<span style="color: black;">宣传</span><span style="color: black;">制品</span><span style="color: black;">做为</span>剧中需要<span style="color: black;">运用</span>的道具进行露出。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">平常</span>的有背景道具露出、<span style="color: black;">名人</span><span style="color: black;">运用</span><span style="color: black;">制品</span>露出，<span style="color: black;">例如</span>公交站牌给<span style="color: black;">宣传</span><span style="color: black;">制品</span>镜头特写，剧中<span style="color: black;">名人</span>所喝饮料都是某品牌。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">公交站台露出</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/S6HqAIvT4Oe6cu89xhwnB9XhwLHdGN3TBvfM8BxYnNibgNWUibDpNpohIn2SXpKTnBLoBo7DNATLYPibeSQGt8rEQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">电梯内露出</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/S6HqAIvT4Oe6cu89xhwnB9XhwLHdGN3TFE2INNtHn0bFy2sThJo1d8KliaNwibiaibiblic2JXZ7otHX0rbLg61p8zSg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">剧中<span style="color: black;">名人</span>喝的饮料等</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/S6HqAIvT4Oe6cu89xhwnB9XhwLHdGN3TnG0hjYM3Pny00uib3bmJvkcib9HXxJLFl9WoGT1Ufs10DwaTCoO9OeNQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">台词<span style="color: black;">移植</span>，</span></strong><span style="color: black;">即剧中角色在<span style="color: black;">名人</span>对白中口播所<span style="color: black;">宣传</span><span style="color: black;">制品</span>的内容。例如《老九门》中八爷直接向副官“安利”东鹏特饮。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/S6HqAIvT4Oe6cu89xhwnB9XhwLHdGN3TrxNiaib7cC0Gt1IiajiaDFqQtLx7NG80DbqwE7HJ1ficbRlKy1y3bDrxiaAg/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">场景<span style="color: black;">移植</span>，</span></strong></span><span style="color: black;">即将所<span style="color: black;">宣传</span><span style="color: black;">制品</span><span style="color: black;">做为</span>剧情需要进行<span style="color: black;">移植</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">前段时间热播的都市剧《<span style="color: black;">欢快</span>颂》中有一幕剧情是安迪家的<span style="color: black;">秘码</span>锁打不开了，樊胜美过来帮忙，<span style="color: black;">此时</span>搜狗搜索直接<span style="color: black;">做为</span>剧情需要进行了<span style="color: black;">移植</span>，樊胜美说上搜狗搜一下就<span style="color: black;">晓得</span>怎么开锁了。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_png/S6HqAIvT4Oe6cu89xhwnB9XhwLHdGN3T6UqgnicpzN6tS4yJNZ1ib4D1icxG9MpsrNfPibVFXhmXXhAQyJOlCfQ1MA/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">除了<strong style="color: blue;"><span style="color: black;"><span style="color: black;">制品</span>软<span style="color: black;">移植</span></span></strong>这种方式，电视行业的传统<span style="color: black;">宣传</span>玩法还有<span style="color: black;"><strong style="color: blue;">打点压屏</strong></span>和<strong style="color: blue;"><span style="color: black;">固<span style="color: black;">按时</span>长的中插<span style="color: black;">宣传</span></span></strong>等。<span style="color: black;">不外</span>在网络视频快速发展的今天，网播剧中将这些传统玩法进行了翻新。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以《老九门》中最让人注目的<span style="color: black;">移植</span><span style="color: black;">制品</span>东鹏特饮为例，无论是<span style="color: black;">制品</span>软<span style="color: black;">移植</span>还是压屏<span style="color: black;">宣传</span>、中插<span style="color: black;">宣传</span>都玩出了新<span style="color: black;">花招</span>，<span style="color: black;">显出</span>“别出心裁”。</span></p><span style="color: black;"><strong style="color: blue;">打点压屏新花</strong><strong style="color: blue;">样</strong></span><strong style="color: blue;"><span style="color: black;">压屏<span style="color: black;">宣传</span>做成剧情点评弹幕</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《老九门》的网络冠名品牌是香飘飘，<span style="color: black;">然则</span><span style="color: black;">区别</span>于香飘飘的左下角传统压屏<span style="color: black;">宣传</span>，东鹏特饮的打点压屏做<span style="color: black;">成为了</span>剧情弹幕，每当剧情发展到关键点时，就会跳出一句弹幕点评。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="http://mmbiz.qpic.cn/mmbiz_png/S6HqAIvT4Oe6cu89xhwnB9XhwLHdGN3TjDs9AonDxPAWCOXzYX381FWws9GWLOJS8MxMpdxxwicuR07TncWkPMw/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">暂且不论这种品牌弹幕对观众观剧体验的影响，只从压屏<span style="color: black;">宣传</span>形式的<span style="color: black;">方向</span>来看，这是一种很好的创新，远胜传统的品牌logo或<span style="color: black;">制品</span>slogan压屏的形式。</span></p><strong style="color: blue;"><span style="color: black;">中插<span style="color: black;">宣传</span>新<span style="color: black;">花招</span></span></strong><strong style="color: blue;"><span style="color: black;">固<span style="color: black;">按时</span>长中插<span style="color: black;">宣传</span>变成小剧场剧情</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">相信在网络上看《老九门》的观众都“忘不了”每集中间<span style="color: black;">显现</span>的中插<span style="color: black;">宣传</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_png/S6HqAIvT4Oe6cu89xhwnB9XhwLHdGN3TYQuSzqiaU0SSnexmZ8ZMmxAKXich98mh52Tp38K1Zo6iaI2PxRrEEZOicQ/640?wx_fmt=png&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这段以模仿米高梅狮子怒吼画面为片首的小剧场<span style="color: black;">宣传</span>（制片人白一骢<span style="color: black;">叫作</span>之为“原创贴”<span style="color: black;">宣传</span>），由正剧中的角色出演（<span style="color: black;">重点</span>是陈皮、陆建勋、霍三娘），有情节故事有<span style="color: black;">制品</span><span style="color: black;">移植</span>，俨然一副正片模样，直到最后一分钟才点明<span style="color: black;">宣传</span><span style="color: black;">制品</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这种有正剧角色出演并融入部分剧情的中插<span style="color: black;">宣传</span>，显然比传统电视剧放到一半时插播一段毫不相干的品牌<span style="color: black;">宣传</span>要有趣的多。</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">制品</span>软<span style="color: black;">移植</span></strong></span><strong style="color: blue;"><span style="color: black;">饮料现代换包装穿越回<span style="color: black;">百姓</span></span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在现代剧中<span style="color: black;">移植</span><span style="color: black;">制品</span>，还<span style="color: black;">能够</span>采用正常的道具露出形式，但在像《老九门》<span style="color: black;">这般</span>的年代剧中要<span style="color: black;">移植</span>东鹏特饮这类<span style="color: black;">制品</span><span style="color: black;">宣传</span>，<span style="color: black;">倘若</span>不做丝毫变化就会太突兀。<span style="color: black;">因此</span>东鹏特饮采用了换包装这一<span style="color: black;">办法</span>，让自家<span style="color: black;">制品</span>穿越回1937年。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/S6HqAIvT4Oe6cu89xhwnB9XhwLHdGN3Te0N3pG8LaojVRkue26XjXPPeuBXVegQMc1dQ4E1JeRqic2iaGznFZ6CA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">剧中八爷常备的东鹏特饮被装在一个用来装酒的小瓶子中，造型古朴，若不是经常对着<span style="color: black;">制品</span>logo的镜头特写，还真是毫无违和感。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/S6HqAIvT4Oe6cu89xhwnB9XhwLHdGN3T5Lgic7ru3Ub55WHtticibjicDlsKBT9MKfSj3VUkRibbMrzsiaibVyibwrPptw/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">毫无疑问的是东鹏特饮<span style="color: black;">已然</span>随着《老九门》等剧的播出<span style="color: black;">作为</span>了“网红饮料”，大大地<span style="color: black;">提高</span>了<span style="color: black;">制品</span>知名度。</span></p><strong style="color: blue;"><span style="color: black;">PS<span style="color: black;">移植</span></span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">众所周知，影视剧<span style="color: black;">移植</span>式<span style="color: black;">宣传</span>的主角<span style="color: black;">一般</span>都是该剧的赞助品牌。影视剧拿了品牌的钱，自然要卖力地在剧集拍摄时给品牌<span style="color: black;">制品</span>露脸的机会。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">可是<span style="color: black;">倘若</span>在影视剧拍摄时<span style="color: black;">无</span>赞助，<span style="color: black;">没法</span>将<span style="color: black;">制品</span><span style="color: black;">做为</span>道具、台词或剧情需要进行<span style="color: black;">移植</span>又该怎么办呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">说到这儿就不得不佩服国内影视剧营销的“大智慧”了。拍摄时<span style="color: black;">无</span><span style="color: black;">移植</span><span style="color: black;">宣传</span><span style="color: black;">制品</span>？<span style="color: black;">不碍事</span>，<span style="color: black;">咱们</span>有强大的“PS”技术！后期影视剧播出时，强行“PS”上<span style="color: black;">制品</span>就好了。（准确<span style="color: black;">来讲</span>这应该不叫PS，是后期技术）</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">利用“PS”<span style="color: black;">移植</span><span style="color: black;">制品</span><span style="color: black;">宣传</span>，最典型的要数上半年中韩同步播出的大热韩剧《太阳的后裔》。<span style="color: black;">本来</span>是国内外同步播出，剧情上基本<span style="color: black;">无</span>区别，按理说画面上<span style="color: black;">亦</span><span style="color: black;">不应</span>什么<span style="color: black;">区别</span>。可是细心的网友<span style="color: black;">发掘</span>，中韩播出的画面竟然真的有<span style="color: black;">区别</span>！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="http://mmbiz.qpic.cn/mmbiz_jpg/S6HqAIvT4Oe6cu89xhwnB9XhwLHdGN3TgSvooYTGUQssJD5fCv3YrHYBw6IArjcqG1YR2bh40wOHSp8OvciagEQ/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《太阳的后裔》国内视频网站播出版本中多个场景惊现某品牌饮料，不仔细分辨简直毫无PS痕迹，让人以为确实是原剧<span style="color: black;">移植</span>的<span style="color: black;">制品</span><span style="color: black;">宣传</span>。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">有了强大的后期“PS”，品牌客户们再<span style="color: black;">亦</span><span style="color: black;">不消</span>担心事先<span style="color: black;">无</span>赞助热播剧拍摄，没法蹭热度了。播出后再“赞助”视频网站，直接在画面上PS自家<span style="color: black;">制品</span>就行了。</span></p><strong style="color: blue;"><span style="color: black;">辣眼睛VS潜移默化</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">前面说到了成功的影视剧<span style="color: black;">移植</span>应该符合剧情需要，<span style="color: black;">不可</span>破坏影视剧本身的内容，<span style="color: black;">导致</span>观众反感，简而言之<span style="color: black;">便是</span><span style="color: black;">移植</span><span style="color: black;">宣传</span><span style="color: black;">不可</span>“辣眼睛”。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不外</span>从近来的热播剧来看，反而是<strong style="color: blue;">越突兀、越“辣眼睛”</strong>的<span style="color: black;">移植</span><span style="color: black;">宣传</span>，<strong style="color: blue;">越有<span style="color: black;">专题</span>性</strong>，在<span style="color: black;">诱发</span>网友吐槽的<span style="color: black;">同期</span><span style="color: black;">亦</span>为品牌<span style="color: black;">制品</span>带来了关注和流量。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如在《诛仙 青云志》<span style="color: black;">这般</span>一部<strong style="color: blue;">古装仙侠剧</strong>中，竟然能生生<span style="color: black;">移植</span><strong style="color: blue;">三九感冒灵、三九胃泰和康师傅绿茶</strong>的<span style="color: black;">宣传</span>！</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">下面这段在网上热传的青云志“<span style="color: black;">宣传</span>台词”真是让人哭笑不得。</p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">大写的“康师傅茶庄”匾额镜头特写<span style="color: black;">亦</span>是让人一秒钟出戏。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">比起<span style="color: black;">近期</span>热播剧中“辣眼睛”的<span style="color: black;">移植</span><span style="color: black;">宣传</span>，<span style="color: black;">数年</span>前《武林外传》中的白驼山壮骨粉、《甄嬛传》中的东阿阿胶等，都是<span style="color: black;">移植</span><span style="color: black;">宣传</span>，但因<span style="color: black;">移植</span>巧妙，都<span style="color: black;">无</span>让人觉得过于违和。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">而国外的<span style="color: black;">移植</span><span style="color: black;">宣传</span>显然<span style="color: black;">亦</span>在遵循“不辣眼睛”的原则，《疯狂动物城》中含蓄地<span style="color: black;">移植</span>了Target、Uber、谷歌、赛百味、优诺等品牌<span style="color: black;">宣传</span>，<span style="color: black;">倘若</span>不仔细“找茬”，观众很难<span style="color: black;">发掘</span>这是电影方有意设置的<span style="color: black;">宣传</span>品牌信息露出。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这种巧妙的<span style="color: black;">宣传</span><span style="color: black;">移植</span>方式<span style="color: black;">乃至</span><span style="color: black;">导致</span>了知乎网友的关注，一大波人对此进行讨论，充当了免费的二次传播者。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">无论是辣眼睛的粗暴<span style="color: black;">宣传</span><span style="color: black;">移植</span>，还是巧妙设置毫无违和感的<span style="color: black;">宣传</span><span style="color: black;">移植</span>，<span style="color: black;">针对</span>品牌方<span style="color: black;">来讲</span>，都能够达到足够的品牌<span style="color: black;">揭发</span>。只是“辣眼睛”的<span style="color: black;">移植</span><span style="color: black;">宣传</span>虽然会形成关注和讨论，但<span style="color: black;">更加多</span>的是吐槽。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从用户体验<span style="color: black;">方向</span>和品牌美誉度方面<span style="color: black;">来讲</span>，新<span style="color: black;">媒介</span>时代的品牌影视剧植入<span style="color: black;">宣传</span>更应该玩出新<span style="color: black;">花招</span>，让观众正面赞叹<span style="color: black;">宣传</span>的巧妙而不是<span style="color: black;">消极</span>吐槽。</p>

    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">*头图传是米高梅电影<span style="color: black;">机构</span>著名的<strong style="color: blue;">狮子怒吼标志</strong>拍摄图</span></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">~ 营销：老瓶装新酒 ~</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">往期精选</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">明星代言怎么玩</span></a><span style="color: black;"> |</span><a style="color: black;"><span style="color: black;">月饼营销<span style="color: black;">招数</span></span></a><span style="color: black;">深</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;">互动活动策划<span style="color: black;">招数</span></span></a><span style="color: black;">&nbsp;|&nbsp;</span><a style="color: black;"><span style="color: black;">social营销学习网站</span></a></p>
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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">《<span style="color: black;">欢快</span>颂》营销<span style="color: black;">招数</span></a><span style="color: black;">&nbsp;|&nbsp;</span><a style="color: black;">KOL投放方式</a><span style="color: black;">&nbsp;|&nbsp;</span><a style="color: black;"><span style="color: black;">投放目的</span></a></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;">新<span style="color: black;">媒介</span>运营10条<span style="color: black;">意见</span></a><span style="color: black;">&nbsp;|&nbsp;</span><span style="color: black;"><a style="color: black;">创意大师的经典著作</a></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>




7wu1wm0 发表于 2024-10-4 05:33:28

你的话语如春风拂面，温暖了我的心房，真的很感谢。

wrjc1hod 发表于 2024-10-8 20:33:56

期待楼主的下一次分享！”

7wu1wm0 发表于 2024-10-15 06:43:17

我们有着相似的经历，你的感受我深有体会。

m5k1umn 发表于 2024-11-7 07:26:16

你的话深深触动了我，仿佛说出了我心里的声音。

4zhvml8 发表于 2024-11-15 11:31:16

你的话语如春风拂面，让我感到无比温暖。
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