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来源：百度知道 编辑：UC知道 时间：2024/05/11 17:52:15
中文摘要: 随着新技术突飞猛进的发展，网络、数字电视等新媒介不断地涌现，尤其是Tivo电视录像技术的发展使得消费 者可以过滤掉所有的广告，传统直白式广告的传播效果日渐式微。而广电总局“17号令”的颁布实施使得传统广告播放的 时间被大大压缩，相应地广告主的广告费用也急剧增加，在广告费急剧增加但广告效果却不断下降的形势下，广告主势必 会寻求一种新的广告形式，这种新的广告形式不但要费用适宜，传播效果也要好，于是植入式广告应运而生，异军突起。 植入式广告作为诸多广告形式中一种，其实早在20世纪初就出现在好来坞影片中，20世纪80年代开始实现规模化发展，成 为渗透美国电影、电视和电子游戏中的一类重要广告。而在中国，植入式广告还处于起步阶段，其受到国内学界和业界的 注意应归功于冯小刚导演的影片，自此以后，国内掀起了一阵“植入式广告热”，相关文章频见报章，但大多流于对植入 式广告现象的解析，没有形成对植入式广告系统、全面以及前景的的研究。 本文通过大量的文献整理和分析，对传统影视 剧植入式广告和新兴媒介中植入式的发展趋势进行了深层次的透视和展望。
英文摘要: With the rapid development of the new technology, the new medias appear one by one, such as the internet and digital TV, especially the TIVO, which can make consumers filter all advertisements. The effect of traditional advertisements is more and more weak, what s worse, the Broadcast television bureau has Promulgated "17 verbal command", which reduce the time of advertisements, and the money put on them is increased hugely, so the enterprise must find a ne
Chinese Abstract: With the rapid development of new technologies, networks, digital TV and other new media continue to emerge, especially Tivo video technology allows consumers to filter out all the advertising, traditional advertising direct effect of diminishing the spread of . And the State Administration of Radio, "Decree 17" The promulgation and implementation of traditional advertising time to be greatly compressed, the corresponding cost advertisers advertising also increased dramatically in the sharp increase in advertising but has been declining advertising effectiveness of the situation, advertisers are bound to will seek a new form of advertising, the new forms of advertising not only to the cost of appropriate dissemination of results should be good, then advertising came into being implanted, rise. Implantable ads in as many forms of advertising a fact, as early as in the early 20th century appeared in the Hollywood film, the beginning of the 20th century to a