摘 要:植入式广告按程序划分可以分为浅层次植入、中层次植入和深层次植入；按手法划分可以分为七种：道具、台词、剧情、场景、音效、题材和文化植入。其中道具、场景植入归纳为视觉植入。台词、音效植入归纳为听觉植入。剧情、文化和题材植入归纳为情节植入。本文通过分析最近十年来中国电影中植入广告的具体事例对植入式广告的方式进行逐一介绍。按手法划分的植入式广告更加清晰，便于分析，因此本文重点分析按手法划分的植入式广告。影响植入式广告效果的因素归纳为五点：植入类型、植入的显著程度、植入的事前控制、植入所包含的信息量、植入与情节、场景和角色的关联性。通过分析影响植入式广告效果的因素，认为情节植入的所产生的效果最好，其次是听觉植入，最差的是视觉植入。因此，广告商应该对植入式广告的效果做好事前控制，提出营销策略，根据广告目标为植入广告选择合理的植入方式，以达到植入式广告的最佳效果。
关键词：电影 植入式广告 植入方式 效果
Abstract:Implantable advertising according to procedures can be divided into shallow layers implant, level of implant and deep implant; According to the methods can be divided into seven: props, lines, the plot, scene and sound effects, theme and cultural implantation.The props, scene implantation into visual implant.Lines,sound implantation into auditory implants. The plot, theme culture and implanted into the plot implantation.In this paper, through the analysis of the recent ten years Chinese movie ads into the concrete example to introduce the product placement manner.According to the classification of advertising gimmick implantable more clear, facilitate analysis, this article focuses on the analysis of the classification of the advertising gimmick according to the product.Influence factors of the advertisement effect implantable reduced to five: implants stimulate factors, the implant significantly, implanted beforehand control, implanted contains information and implant and plot, scene and character connection.Through the analysis of the effect factors affect implantable advertising, think that the plot of the implant the effect of the best, second is hearing implants, the worst is the visual implantation.Therefore,advertisers should be the effect of advertising to implantable beforehand control well, put forward the marketing strategies, according to target ads to implant the rational choice advertising implant way, in order to achieve the best effect implantable advertising.
Key words: movie implantable advertising implantation effect
