美国电影的商业化 The Commercialization of US Films

Now, motion pictures are the vehicles for even further commercial activity in the form of advertising and merchandising. This paper details the growth of advertising and marketing which accompany Hollywood products. Such strategies are more deliberate and carefully coordinated than in the past. In addition, many companies actively pursuing such marketing activities have become institutionalized. Furthermore, marketing activities have tapped new market segments, targeting those consumers. These marketing activities further commercialize Hollywood films, in particular, and enhance the commodification of culture, in general, further promoting a consumer society.

现在，电影是以广告和营销的方式进一步实现商业活动的一个工具。本文介绍好莱坞电影中不断增长的广告和营销。这种策略比过去更深思熟虑和精心协调。而且，许多积极追求这种营销活动的公司变得制度化。此外，这种营销活动发掘了新的细分市场，专门针对这部分消费者。这些营销活动使好莱坞电影进一步商业化，特别是文化的商业化；总之，进一步促进了消费市场。