植入式广告作为一种全新的广告形式出现在影视作品中,以几乎察觉不到的状态与剧情结合在一起,消除受众的抵触心理,并逐渐被受众所接受。本文以一些影视作品为例,对植入式广告做了初步的探讨,分析其定义、形式、优劣势等问题,提出了一些具体的运用方法。 As a new form of advertisement, implanted advertisements appear in film and television works, combined with the plot in a state of being almost imperceptible, eliminating the audience’s psychological confrontation and being gradually accepted by the audience. In this paper, we take some film and television works as an example to make a preliminary discussion on implantable advertisement, analyze its definition, form, strengths and weaknesses and other issues, and put forward some concrete methods of application.