现代广告的形式多种多样，植入式广告是当中比较特殊的一种。
作为一种新兴的广告形式，它有不同于普通显性广告的特征，能渗透到一切可能的传播内容中，产生较明显的传播效果，是传统显性广告的重要补充形式。本文从植入式广告的概念、兴起原因和国内外发展状况入手，主要以冯小刚的贺岁电影《非诚勿扰》中的植入式广告为研究对象，通过对影片中植入式广告的植入形式、植入的优势和劣势进行分析总结，得出电影植入式广告要获得最佳的传播效果，需要采取合适的策略，才能使广告效果最大化。
关键词：电影植入式广告；《非诚勿扰》中的植入式广告；提高植入式广告效果
Abstract
Various forms of modern advertising, product placement is one of them are special. As a new form of advertising, it is different from the common characteristics of dominant advertising, can penetrate into all the possible spread of content, resulting in the spread of a more obvious effect is an important complement to the traditional dominant form of advertising. In this paper, the concept of product placement advertising, the rise of reason and its development start, the main New Year with Feng Xiaogang's movie "You Are the One" of product placement as the research object, through the film implant placement ad forms, advantages and disadvantages of implants are summarized, and come to the film product placement to get the best spread of results, appropriate strategies need to be taken in order to maximize advertising effectiveness.
Key words: Movie product placement; "If you're" in the product placement; improve product placement effectiveness
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