随着嵌入式广告在电影、电视剧及春节晚会中广泛出现,为什么使用嵌入式广告、如何嵌入等问题成为实业界和理论界关注的热点。本文从嵌入式广告的文化暗合角度,分析认为嵌入式广告与电影票房可以保持同步增长,文化暗合是连接嵌入式广告和电影票房的重要变量,在此基础上可以建立以嵌入式广告为主导的电影双边市场商业模式。 With the widespread appearance of embedded advertisements in movies, TV dramas and Spring Festival Gala, why using embedded advertisements and how to embed them has become a hot topic both in industry and theorists. This article from the perspective of the cultural embedded ads, the analysis that the embedded advertising and movie box office can be kept growing simultaneously, cultural cohesion is an important variable to connect embedded advertising and movie box office, on the basis of which can be built to embed ads as the leading Film bilateral market business model.