浅析我国植入式广告的问题与对策

Analysis of Problems and Countermeasures on Product Placement in China

我国植入式广告已进入"井喷"的时代,各式各样的影视剧和节目中充斥着形形色色的广告,挑战着公众的承受力和忍耐力,而法律和制度的不完善及监管的缺失也使得这一广告形态肆意妄为,广告质量良莠不齐,游离于现有的监管体制之外。通过对国内植入式广告的现状和存在问题展开研究,提出合理化的建议,希望能为我国植入式广告的茁壮成长"补一份钙"。

The product placement in our country has entered the era of ＂blowout＂.Various advertisements are placed in TV dramas,movies and TV programs,challenging endurance and patience of the public.Legal and institutional imperfection and lack of supervision makes advertising work recklessly.The advertising quality is uneven and the advertising is free from the existing supervision system.By means of studying the status and problems of the domestic product placement,the paper puts forward some reasonable proposals,hoping to be ＂nutritious supplements＂ in the thriving of product placement in our country.