近年来，电影植入式广告渐入主流，
中国电影人和广告人都在电影植入式广告这一异业结合模式中寻求新的发展机遇、图谋共赢。特别是近年来冯小刚导演的贺岁电影,都获得了成功,许多经典对白也深入人心,可以说他的电影是票房的保证,这也使他的电影成为了商家投资广告的理想载体。通过一系列冯氏电影，解读中国电影广告植入的形式，分析研究中国电影广告植入的优势和不足，为电影广告的植入探索有效的策略和出路，力求实现中国广告和中国电影的双赢。
关键词：电影，广告，电影植入式广告，冯小刚
Abstract
In recent years, the Movie Product Placement are gradually into the mainstream of advertising, film and advertising in China are in the film product placement in this cross-industry model in search of new opportunities in an attempt win.Especially in recent years the director Feng Xiaogang's New Year film, have been successful, many of the classic dialogue is extremely popular, can be said that his films are box-office, which made his film became an ideal vehicle for business investment in advertising. Through a series of films of Feng's,an interpretation of the film product placement in the form of study of Chinese film advertising advantages and disadvantages of implants, implantation of advertising for the film to explore effective strategies and prospects,will be to achieve China's advertising and the Chinese film double bottom.
Key words: Movies ;Advertising ;Movie Product Placement ;Feng Xiaogang
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