摘 要近年来，随着电影业的不断兴盛，电影逐渐商业化，制作成本在不断的增加，迫使电影制作方不能仅依靠电影票房为主要收入来源。同时，随着数字化媒体的不断创新，信息传播的速度越来越快，传统广告的弊端也在慢慢暴露，迫使广告行业寻求新的途径。在此机会下，电影植入式广告便应运而生。本文以《西虹市首富》为研究对象，对植入式广告的定义进行解释，掌握电影植入式广告在我国的发展过程和特点，并结合《西虹市首富》，分析植入式广告在电影中的植入形式、优点。通过对电影的研究，发现电影植入式广告存在植入生硬、过度植入以及制度不全等问题。针对其存在的问题，借鉴国外经验，并结合我国实际情况提出合理化建议：一是深度植入，与剧情自然贴合；二是精心策划，坚持适度原则；三是健全法规，监督行业规范。通过对我国电影植入式广告提出合理化建议，力求本研究能为今后中国电影植入式广告的健康发展提供理论借鉴和支持。关键词：电影；植入式广告；《西虹市首富》AbstractIn recent years,with the continuous flourishing of the movie industry, the film is gradually commercialized, and the production costs are constantly increasing, which forces the film makers not to only depend on the movie box office as the main source of income.At the same time, with the continuous innovation of digital media, the information is spreading faster and faster, the drawbacks of traditional advertising are slowly being exposed, forcing the advertising industry to find new ways.Under this opportunity, film product placement came into being.This paper takes the richest man in xihong city as the research object, explain the definition of product placement,master the development process and characteristics of movie product placement in China, and analyzes the implant form and advantages of product placement in the movie richest man in xihong city with examples.Through the research of film, it is found that film product placement has some problems such as stilted implantation, excessive implantation and...
