容摘要从 1999 年植入式广告被运用到国产电影中，成为广告的一个新成分开始，国产电影植入式广告的进展便如火如荼，在我国广告业和电影业掀起狂潮，成为促进经济进展不可替代的一部分。首先，本文分析了国产电影植入式广告的进展变迁历程，将其分为萌芽期、成长期、爆发期三个阶段。其次，本文重点分析了国产电影植入式广告的变迁规律，最后本文就国产电影植入式广告存在的一些问题，以与国产电影植入式广告如何可以更加适应当今市场的需求，切实有效的增强国产电影植入式广告的传播效果作出了几点建议。关键词国产电影；植入式广告；变迁讨论ABSTRACTSince1999,placement has been applied to the domestic film and started with becominga new component in advertisement. Development of product placement in domestic movies will be in full swing in China's advertising industry and the film industry set off a frenzy, it has been an irreplaceable part of in promoting economic development. First, this paper analyzes developments and changes of product placement in the domestic movie, and it is divided into three stages: germination, growth, outbreak period. Secondly, this paper focus on the changes law of the film product placement. The final article put forward some suggestions on some problems of product placement in domestic movie, as well as some ways to make domestic movie product placement meet market demand and how to enhance the spread results of product placement in domestic movie.KEY WORDSDomestic movies；Product placement；Study on the changes of目录绪论…………………………………………………………………………………………… 1一、国产电影植入式广告的进展历程………………………………………………………1㈠萌芽期……………………………………………………………………………………… 2㈡成长期……………………………………………………………………………………… 3㈢爆发期……………………………………………………………………………………… 5二、国产电影植入式广告的变迁规律………………...
