“广告娱乐”已无处不在

影视剧里的汽车、化妆品、服装，综艺节目里请来的嘉宾，赞助歌手开演唱会，这些都是广告娱乐的表现形式。

有没有看到周杰伦手边的某多宝?

Advertainment, a portmanteau of the advertising and entertainment, refers to the use of various forms of entertainment (television shows, movies, songs, etc.) to promote products or brands, such as product placement in a film or sponsorship for a television show.

广告娱乐，英文单词由advertising和entertainment两词合成，指通过各种娱乐形式(电视节目、电影、歌曲等)推广宣传产品或品牌的行为，比如，电影中的产品植入或电视节目赞助。

对于这种广告宣传模式，相信我们都不陌生，各类综艺节目都有冠名商，每期邀请的嘉宾也都是带着宣传任务来的。有时候，因为植入的广告产品太多，某些影视剧还被观众戏称为广告片。所以，想要广告娱乐效果好，还得把握好这个度。

这个植入很明显了吧?

Ads are routinely dismissed as silly, annoying, intrusive or a waste of time right up to the moment when they are delivering facts the reader or listener wants. Then, suddenly, the sponsored message is viewed as helpful and instructive. Therefore, the trick is to achieve the right match between audience and message.

广告通常都背负着愚蠢、讨厌、烦人、浪费时间的骂名，直到读者或听众开始从广告里接收到他们需要的信息。于是，这些赞助信息突然变得有用、富有建设性。由此看来，关键在于找准受众和信息之间的平衡。