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近两年,越来越多的中国电影和电视节目中出现了“置入式广告”(Rroduct／Brand Placement),这吸引了越 来越多的人开始关注“置入式广告”在中国的运作与发展。这种关注中,有置疑,有赞成,也有迷惑。作为不同于以往 传统广告方式的“置入式广告”,由于其自身的独特性,既使其获得了不同于以往传统广告的独特的广告效果,也为其 带来了争议和问题。“置入式广告”在中国能否获得如同其在美国过去二十年取得的飞速发展和预测中良好的发展空间? 本文欲图通过资料的整理,理清“置入式广告”的内涵,探讨“置入式广告”在中国市场的发展空间。
In the past two years, a growing number of Chinese films and television shows have appeared as “Rroduct / Brand Placement”, attracting more and more people to start paying attention to “in-box ads” in China Operation and development. There are doubts, favors, and puzzles in this concern. As a “placement advertisement”, which is different from the traditional way of advertising in the past, due to its uniqueness, it has also brought controversy and problems for it even though it has obtained the unique advertisement effect different from the traditional advertising in the past. Can “In-Placement Advertising” have a good development space in China as its rapid development and forecast in the past two decades in the United States? This article attempts to clarify the connotation of “In-Placement Advertising” Exploring the Developmental Space of “Advertising in Place” in China Market.