摘要内容摘要：“植入式广告”作为一种新的广告形式挺进了广告帝国，并在广告大家族中夺得了一席之地。植入式广告凭借独特的营销模式，异军突起，使电影、电视剧、网络游戏甚至是小说都成为了广告新的演绎平台。植入式广告在国外发展已经非常成熟，虽然在国内近年来也取得了迅猛发展，已经由初级的场景式植入、对白式植入逐步向情节式植入和形象式植入过渡植入式广告是在影视剧情中刻意插入商家的产品或标识，潜移默化地达到宣传效果。它在电影中的应用，使广告主和制片商实现了双赢。关键词：植入式广告；电影；视觉形象营销模式AbstractContentabstract:"implantableadvertisement"asanewadvertisingformsintotheadvertisingempire,andinadvertisingnationinwinningtheposition.Implantableadvertisingbyvirtueoftheuniquemarketingmodel,bouncy,makethemovie,TV,networkgameevennovelshasbecometheadvertisementnewdeduceplatform.Implantableadvertisinginforeigndevelopmenthasverymature,althoughinChinainrecentyearshavealsomaderapiddevelopment,ithasbyprimaryscenetypeimplant,dialoguetypeimplantedgraduallytoplottypeimplantandimagetypeimplantedtransitionimplantableadvertisingisinfilmplotdeliberatelyinsertbusinessmanproductsorlogo,subtlyreachpublicityeffect.Itinthefilmapplication,makeadvertisersandstudiosrealizedawin-winsituation.Keywords:implantableadvertisements,Movies;Thevisualimagemarketingmodel目录摘要........................................................................................................................................1１植入式广告的定义及特点...........................................................................................32植入式广告的表现形式..................................................................................................32.1特写镜头........................................................................................................................32.2情节植入........................................................................................................................32.3场景植入........................................................................................................................43植入式广告的发展............................................................................................................44营销式植入广告的实现..................................................................................................44．1事先介入，精心策划...............................................................................................54．2植入要巧妙..................................................................................................................54．3善于抓住时机.............................................................................................................54．4植入式广告有较强的说服效果.............................................................................55结论............................................................................................................................................6参考文献.....................................................................................................................................6浅议营销式植入广告１植入式广告的定义及特点学术界把植入式广告也称为“置入式广告”、“嵌入式广告”、“隐性广告”等，它是相对于一般意义上的显性广告来说的。但笔者认为“植入式广告”和“置人式广告”虽然只有一字之差，但意义却是不同的。以电视节目为例，置人式的广告只是直白的“置人”，和节目本身并没有...
