Research On The Application Of Superhero Movie Implant Advertising

The continuous popularization of new media communication technology further cuts the audience’s attention to information,on the one hand,the "information explosion" has reduced the actual reach of hard advertising,which cannot effectively deliver advertising messages to target consumer groups;on the other hand,audiences have been immersed in the "advertising environment" for a long time and have developed antibodies to consciously avoid hard advertising through various means,thus reducing the living space of traditional hard advertising and decreasing its effectiveness.Against this background,advertisers have turned their attention to the imperceptible and silent "soft advertising" in the film and television industry,in order to circumvent the drawbacks of hard advertising.The superhero movie IP boom,represented by Marvel,has swept the world and become a quality communication medium due to its huge fan base,global reach and entertainment characteristics.Through the analysis of the typical case of implant advertising in the series of "The Avengers" represented by Audi cars,it is concluded that implant advertising in superhero movies has the characteristics of "egg-like" implantation,the implant brand highly fits the characteristics of the character and strengthens the emotional connection between the two parties,etc.The global film and television industry and the implant advertising industry are naturally closely linked,and the development of the two complements each other.Superhero movies and implantable advertising have a mutually dependent relationship,mainly in terms of their interdependence,mutual influence and mutual complementarity.This is reflected in the fact that superhero films provide the marketing ground and implantation medium for implantation advertising,while the implantation advertisers provide financial support to the film and television industry,thereby reducing the cost of superhero film production.China’s film implant advertising industry started later than overseas,and nowadays in order to promote the long-term healthy development of domestic implant advertising and the positive promotion of the film and television industry,domestic advertisers and producers need to change their thinking on the development of implant advertising,focus on precise placement,improve the actual reach of advertising,update and innovate a variety of implantation methods,and avoid "filler" and "show-face".They should avoid inappropriate implantation methods such as "filler" and "show your face".