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植入式广告作为一种新的广告形式早已出现在中国电影的荧屏上,近几年电影植入式广告的发展尤为迅猛。广告环境的变化对于植入式广告的兴起与兴盛起到了至关重要的作用。然而即便如此,我国的植入式广告仍处于初步探索阶段,电影荧屏上的硬伤更是屡见不鲜。根据产品特点选择植入媒体,精彩的植入式广告创意以及完备的法律保证,才能保证植入式广告持续健康地发展。
As a new form of advertising, implantable advertisements have long appeared on the screens of Chinese films. In recent years, the development of film-based advertising has been particularly rapid. Changes in the advertising environment have played a crucial role in the emergence and prosperity of implanted advertising. However, even so, China’s embedded advertising is still at an initial stage of exploration, and the common flaws on the movie screen are not uncommon. According to the characteristics of the product, the selection of the implanted media, the wonderful creative ideas of the implantable advertisement, and the complete legal guarantee can ensure the continuous and healthy development of the implantable advertisement.