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《欢乐颂2》与《绯闻女孩》和《欲望都市》,差了多少奢侈品牌?

2017-05-12 14:59:52   

而海归富二代曲筱绡送邻居的礼物是Goodiva巧克力,邱莹莹与关雎尔一边吃一边讨论的是曲筱绡的Fendi包和上面可爱的毛球。

类似的剧情和品牌露出不在少数,比如,一心要钓金龟婿的樊胜美,一有机会就会敷上纪梵希的蕾丝面膜。

当然最令人难忘的是精英女高管安迪的座驾保时捷,以及她“官方指定饮用水”依云了。到了《2》,安迪会不会去奔驰车呢?

没有官方的蛛丝马迹告诉我们这些是不是广告植入,如果不是,那也是片方给品牌们一个信号——我们其实可以这样合作的。

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而那些反复出现的、不是非常自然的品牌,就很有可能是广告植入了。

欢乐颂》第一部在开播之前就有一定的资源,班底一直号称《伪装者》、《琅琊榜》原班人马,各方面在剧集开播之前比较有信心,对电视剧植入的招商非常有利。

然而,总的来说,国际奢侈品牌还是很少在中国影视剧中植入的,合作还比较零散。

动力还是因为中国内地市场大,近年一些电视剧热度惊人,奢侈品牌也开始有所作为。

比如在电视剧《一仆二主》里,张嘉译始终开着一辆凯迪拉克,而在吴秀波、姚晨主演的《离婚律师》里,吴秀波常常佩戴瑞士顶级腕表品牌宝珀。

这些品牌的出现,有可能是因为演员和品牌之间的密切关系,而未必是影视剧的植入,总的来说比较低调。

因为片方和品牌方从不透露商业合作细节,所以,在《欢乐颂》第一季里,我们只能从细节推测,还有一个比较明确的信息,来源于片尾的致谢,如果一个品牌公司被“致谢”了,你觉得是为什么。

《欢乐颂》第一季植入的大部分是快消、大众消费、电子商务类品牌。这类品牌对曝光量要求比较高,在影视剧植入方面行动早。

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