【正文】 s trip to the West to take the Buddhistic sutra. They met a white bone evil, and the evil transformed human appearances three times to seduce the monk. Twice Monkey King recognized it and brought it down. The monk was unable to recognize the monster and expelled Sun Wukong. Xuan Zang was then captured by the monster. Fortunately Bajie, another apprentice of Xuan Zang, escaped and persuaded the Monkey King to e rescue the monk. Finally, Sun kills the evil and saves Xuan Zang. The outstanding animation has received a variety of awards, including the 6th Hundred Flowers Festival Award and the Chicago International Children39。s feud with Nezha over his son39。s law. In order to pass this holy book to human beings, he would have to get by the antagonist fox. The whole animation is characterized by charming Chinese painting, including pavilions, ancient architecture, rippling streams and crowded markets, which fully demonstrate the unique beauty of China39。t want to steal food like other mice. Shuke became a pilot and Beita became a tank driver, and the pair met accidentally and became good friends. Then they befriended a boy named Pipilu. With the help of PiPilu, they cofounded an airline named Shuke Beita Airlines to help other animals. Although there are only 13 episodes in this series, the content is very pact and attractive. The animation shows the preciousness of friendship and how people should be brave when facing difficulties. Even adults recalling this animation today can still feel touched by some scenes. Secrets of the Heavenly Book Secrets of the Heavenly Book, (Chinese: 天書奇談 ) also referred to as Legend of the Sealed Book or Tales about the Heavenly Book, was released in 1983. The film was produced with rigorous dubbing and fluid bination of music and vivid animations. The story is based on the classic literature Ping Yao Zhuan, meaning The Suppression of the Demons by Feng Menglong. Yuangong, the deacon, opened the shrine and exposed the holy book to the human world. He carved the book39。s education. Proponents of the show claim that it is merely for entertainment. Effendi Effendi, meaning sir and teacher in Turkish, is the respectful name for people who own wisdom and knowledge. The hero39。s recall these colorful images that brought the country great joy. Calabash Brothers Calabash Brothers (Chinese: 葫蘆娃 ) is a Chinese animation TV series produced by Shanghai Animation Film Studio. In the 1980s the series was one of the most popular animations in China. It was released at a point when the Chinese animation industry was in a relatively downed state pared to the rest of the international munity. Still, the series was translated into 7 different languages. The episodes were produced with a vast amount of papercut animations. Black Cat Detective Black Cat Detective (Chinese: 黑貓警長 ) is a Chinese animation television series produced by the Shanghai Animation Film Studio. It is sometimes known as Mr. Black. The series was originally aired from 1984 to 1987. In June 2021, a rebroadcasting of the original series was announced. Critics bemoan the series39。s 10 mustsee animations】 The Chinese animation industry has seen considerable growth in the last several years. It went through a golden age in the late 1970s and 1980s when successively brilliant animation work was produced. Here are 10 mustsee classics from China39。 （ 4）廣告國際化在組織上的發(fā)展，引起廣告業(yè)相關(guān)變化：廣告語言的全球化， “一對一 ” 和 “AE”制走向衰落，對廣告經(jīng)營管理人才的需求等。信息通訊技術(shù)的發(fā)展，使地球變 得越來越小，促使全球性廣告媒介和全球廣告應(yīng)運而生。一方面，從推廣費用上來看非常低廉；另一方面，品 牌也必將隨之獲得豐厚的回報。較之我們常見的營銷方式，置入式營 銷還有其獨特的優(yōu)點。置入式營銷需要電影制作 方、廣告客戶、廣告公司三者之間的有效配合。 （ 2）置入式營銷為企業(yè)提供了一種有效的營銷傳播方式來吸引消費者的注意力。 第十一章 21 世紀(jì)全球廣告趨勢 重點問題 一、 跨世紀(jì)廣告新觀念在哪些方面對傳統(tǒng)廣告觀念進行顛覆和改進？ 二、 什么叫事件營銷？事件營銷有什么特征？ 三、 什么叫置入式營銷？置入式營銷有何特點？ 四、 廣告國際化是廣告發(fā)展的必然趨勢，主要表現(xiàn)在哪些方面？ 三、 什么叫置入式營銷？置入式營銷有何特點？ （ 1） “置入式營銷 ”肇始于上個世紀(jì) 40 年代末，是指將產(chǎn)品或品牌及其代表性的視覺符 號甚至服務(wù)內(nèi)容策略性融入電影、電視劇或電視節(jié)目內(nèi)容中，通過場景的再現(xiàn)， 讓觀眾留下對產(chǎn)品及其品牌的印象，繼而達到營銷的目的。美國強調(diào)的是對其所負(fù)責(zé)的商品實行市場行銷及有關(guān)的全盤性服務(wù)，而日本則以如何為客戶爭取更多良好媒介為主。例如按報紙類、電視臺等分，這樣以媒介為中心，某一客戶或某一商品有好 幾家廣告代理商提供服務(wù) ，廣告代理商的重心在于掌握的媒介如何能被廣告客戶 大量地采用，而對于全盤性的市場行銷服務(wù)自然而然就被忽略了。日本過去的廣告代理商主要是以承攬與 推銷媒介為主。不僅只提供廣告制作與宣傳，還要參 與商品規(guī)劃與計劃、流通、促銷、市場調(diào)查等全盤性的廣告服務(wù)，這就是 “商品細(xì) 分廣告代理 ”制度，又稱為 “一商品一客戶 ”的廣告代理制度。 （ 1）商品細(xì)分廣告代理制度：以美國為代表。廣告業(yè)從而進入了行銷服務(wù)時代。 （ 5）廣告代理行銷階段。近代廣告代理業(yè)強化市場調(diào)查機構(gòu)，幫助開展市場調(diào)查，廣 泛搜集市場資料，為廣告主制定廣告計劃和廣告實施方案，開展有目的的統(tǒng)一的 廣告活動。廣告代理的 業(yè)務(wù)范圍擴大了，開始向為廣告主提供技術(shù)服務(wù)的階段邁進。 （ 3）廣告的技術(shù)服務(wù)階段。這個廣告代理業(yè)是從報社分 離出來的一個獨立的實體。 （ 2）單純媒介代理階段。 1729 年被稱為 “美國廣告業(yè)之父 ”的富蘭克林創(chuàng)辦 了《賓夕法尼亞日報》，他在創(chuàng)刊號第一版上，把廣告欄安放在報頭下社論的前 頭。如德國規(guī)定產(chǎn)品廣告不準(zhǔn)用比較法與其他產(chǎn)品作直接或間接競 爭；法國近年剛開始允許做比較型廣告，但規(guī)定廣告主在發(fā)布這類廣告之前必須 通知被比較產(chǎn)品