文章以电影《杜拉拉升职记》为研究案例,从消费体验的角度对电影中植入式广告的处理手法进行分析。通过对目标人群传递购物快感,倡导信用消费,并为品牌注入了大量的情感要素,这些都对植入式广告的效果有正面的促进作用。 The article takes the movie “Du Lala promotion” as a case study, from the consumer experience point of view of the film in the placement of advertising approach. Through the delivery of shopping pleasure to the target population, advocating credit consumption, and injecting a large amount of emotional elements into the brand, these have a positive effect on the effect of implantable advertising.