中国的隐性广告正处在初步发展阶段,它作为一种全新的广告形式逐渐出现在影视作品中,对于传统广告,隐性广告更为受众所接受。在各类隐性广告中,不同的知名品牌占据了很大的空间,甚至出现了圈地化的垄断现象。本文立足于隐性广告的发展趋势,探讨这场在中国日益风靡的广告盛宴圈地化形成的主要原因以及日后的发展道路。 China’s implicit advertising is at an initial stage of development, as a new form of advertising gradually appeared in the film and television works, for traditional advertising, implicit advertising more accepted by the audience. In all kinds of hidden advertisements, different well-known brands occupy a lot of space, and even appeared the phenomenon of monopoly of enclosure. This article is based on the development trend of implicit advertisements and discusses the main reasons for the encircling of this increasingly popular advertising impost in China and its future development.