摘 要: 植入式广告在广告行业中属于新兴的一支。经历数十年的发展，植入式广告已经被广泛的应用于各类媒介平台之上，逐步在消费者心中占据了不可替代的位置。我国从上世纪七十年代开始引进植入式广告形式，以国外经典植入广告为支撑，慢慢在我国独具特色的经济发展中与时俱进，不懈摸索，逐步形成了自己的一系列规范体系。但是，在我国，广告行业对植入式广告的发展也存在着诸多理解和实用上的误区，导致广大消费者对植入式广告这一新的传播形式认识的不全面甚至产生排斥心理。本课题将会通过细致分析植入式广告的运作模式以及中西方将植入式广告运用的实例，进一步研究植入式广告的发展走向和趋势。
关键词： 植入式广告 中西方对比 发展趋势
Abstract:Product placement in the advertising industry to a new one. Decades of development, product placement has been widely used in various types of media platforms, gradually occupies an irreplaceable position in the minds of consumers. Our country from the seventies of last century, the introduction of the implantable form of advertising, foreign classic product placement for support, slowly, in China's unique economic development of the times, unremitting explore, and gradually formed its own series of regulatory regimes. However, in our country, the development of product placement there is misunderstanding and the general public is not fully understanding the product placement. This article provides a detailed analysis of the mode of operation of the product placement, as well as in the West will use product placement instance, the development trend and trend analysis of product placement.
Key Words：Product placement In the West comparison Development trends
