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作为视听合一的文化传播形态,电影是一种特殊的商品。清华大学新闻与传播学院副院长、影视传播研究中心主任尹鸿说,电影不仅可以带来经济效益,而且承载了政治的和文化的分量,既是商品,又是广告。电影在赚取巨额票房利润的同时,也起着潜移默化的文化广告作用,比如电影表现出来的价值观念、生活方式,甚至各类商品等,都会通过影片的放映而感染观众。
As a form of cultural transmission of audiovisual unity, cinema is a special commodity. Yin Hong, vice president of the School of Journalism and Communication at Tsinghua University and director of the Center for Film and Television Studies, said that films not only bring economic benefits, but also carry political and cultural components, both commodities and advertisements. While making huge box office profits, the film also plays a subtle role of cultural advertising. For example, the values, lifestyles and even various types of goods exhibited by the film will infect the audience through the screening of the film.