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九局发[2017]064号
邻桌老王
看影视剧,就怕尴尬。要么剧情太“雷”,故事内容不忍回味;要么演技太“烂”,虚弱的表演让你直流冷汗;要么制作太“渣”,寒酸敷衍之感扑面而来。当然,引发我们“尴尬症”的因素还不止这些,比如那些生硬的广告植入。
不久前,光明日报刊文,分析影视植入广告泛滥背后存在的隐忧,指出影视作品中软性的广告植入渐成常态。虽然有一些成功举措,但也有植入过程简单粗暴,对作品变现能力的考量先于艺术创作需要的不良倾向。
据《中国影视产业发展报告(2017)》的调研显示,超过三分之二的观众对植入广告并不抗拒,但认为植入广告的数量、形式以及与文本的融合感都应当得到更为审慎、细致地推敲。说到底,观众反感的是“生硬”二字。
何为生硬?说白了就是突兀不协调,看后令人尴尬。比如前段时间广被“吐槽”的中国版《深夜食堂》。前几集中,“泡面三姐妹”的“人设”紧紧围绕着“统一”老坛酸菜面周围,广告痕迹实在是一览无余。且不说这深夜组团吃泡面的情节设计是否合理,单就是对那一碗泡面吃出得幸福感的夸张展示,对酸菜营养价值的突兀介绍,对“老坛”“酸菜”的过度强调,就让许多观众感觉一部好端端的电视剧硬生生变成了一部方便面广告。广告宣传干扰了剧情的合理性,超过了观众的接受度,破坏了作品的完整性和艺术美感。或许对广告商来说,这达到了既定的宣传效果,但是对制作方来说,违背故事逻辑和剧情需要的广告植入,无疑是“砸牌子”“掉口碑”的非理智之举。
近些年影视产业的发展往往伴随的是高成本、大制作的头衔,播出平台竞争激烈,演员成本逐步上扬,制作费用也水涨船高。为了获得更多的资金支持,制作方便极力寻找更多广告商,用植入的方式换来资本的垂青。《欢乐颂2》因为植入广告太多,在片尾的鸣谢名单中列出植入广告品牌多达50余家,被一些人戏称“广告颂”。《变形金刚5》中频繁出现的脱离剧情的广告也成为很多人的“槽点”。过多的广告植入难免导致剧情融入不当、令人跳戏的问题,观众的视听感受受到影响,整部作品的水准也大打折扣。
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