《變形金剛3》國貨植入廣告逐個數
Chinese audiences watching Transformers 3: Dark of the Moon will recognise more than just the alien robot stars from the previous movies. In the latest blockbuster sequel, which opens on Thursday, household Chinese brand names loom large as part of an unprecedented product placement push。
對中國觀衆來說，《變形金剛3》裏面標誌性的符號可不止那些外星鐵塊塊，還有很多中國品牌的植入廣告。
Sam, the protagonist played by Shia LaBeouf, appears in a T-shirt from Meters/bonwe – a mid-level clothing retailer well known to many young Chinese and one of four Chinese brands to appear in the film。
主演西亞拉博夫身穿的美特斯邦威T恤是中國一家中等規模服裝品牌，深受年輕人喜愛。
The Chinese branding campaign is the largest so far in any single Hollywood movie, highlighting Chinese companies’ determination to go global and also use global marketing techniques to raise their domestic profiles。
中國品牌在好萊塢大片中羣雄逐鹿一來表明了自己走向國際的決心，二來也對提高自己在國內的知名度幫助良多。
“The main motivation is to expand their brand recognition in foreign markets, but for others the focus is on the domestic market because the effect with foreign movies is better,” says Didi Zhang at advertising firm Ogilvy & Mather Beijing, which worked with Lenovo on Transformers 3.
“最主要的動機是提高自己的國際知名度，當然還有考慮到國內因素，因爲這樣子的宣傳效果一直很不錯，”聯想公司營銷如是說(聯想參與了《變3》的廣告植入)。
“In the beginning, the director and the producer had some prejudice against China because they’d never been here,” says Xie Wei at Meters/bonwe, which pioneered Chinese product placement in Hollywood movies with an appearance of its name in Transformers 2. “We invited them to China to come to visit Shanghai and our company, and then their impression of China changed。”
“起初導演和製片人有些排斥中國品牌，因爲他們對中國並不瞭解。”美邦負責人表示。美特斯邦威是中國產品植入美國電影的第一個吃螃蟹的人，雖然第二部的那次露面只是一閃而過。“我們邀請他們來到上海蔘觀我們的公司，之後他們的態度才改觀。”
The robots have also been given the Made-in-China touch. Brains, a spiky-haired robot with bulging fluorescent blue eyes, transforms itself out of a Lenovo Edge computer, sold by China’s largest PC maker. A TCL flatscreen television also makes a brief appearance。
除了真人，機器人們也和中國國貨來了個親密接觸。小變形金剛Brains就變成了一臺聯想Edge筆記本電腦，而TCL的平板液晶電視也有驚鴻一瞥的亮相。
One Chinese brand even makes it into the script when a scientist tells Sam that he has to finish his Shuhua Low Lactose Milk – a product of Yili, one of China’s largest dairy companies。
有的廣告甚至寫進了劇本臺詞。片中科學家告訴山姆“喝完伊利營養舒化奶”。伊利是中國最大的乳產品企業之一。
“Yili wanted Bumblebee [Sam’s car robot] to drink milk to prop up his energy, but that was rejected by the director,” says Liu Siru at Filmworks, an entertainment marketing company that negotiated the Chinese product placements with Paramount Pictures. Ms Liu adds that it was hard work convincing the film’s producers that a product not available in the US should be placed in the movie。
“伊利起初想讓大黃蜂喝他的牛奶，結果被導演拒絕了。”“要知道，說服制片人植入美國本土根本沒有的產品是相當困難的。”
Chinese marketing experts believe that their nation’s products will quickly become more visible in global media. Meters/bonwe is pushing large-scale product placement in Plants & Zombies, a computer game. “Transformers 3 will quickly speed up the trend,” said Ms Zhang。
中國的市場營銷專家們相信，在不久的將來，中國產品會更加在世界傳媒領域嶄露頭角。美特斯邦威正使得這一營銷辦法在中國逐漸走俏，因而也出現了《植物大戰殭屍》的內植廣告。“《變形金剛3》會使得這樣的趨勢愈演愈烈。”
