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从近几年的电影市场调查报告得知,中国电影市场的发展势头是突飞猛进的,其中主要是商业电影的发展,而伴随商业电影同步发展的是广告业的新形式——植入式广告的发展。新媒体的崛起,传统广告业的衰退,导致了各种新形式广告的发展。电影市场的蓬勃发展,其中自然也少不了广告的推波助澜,但是电影市场毕竟不是一个纯商业性的市场,它归属于文化产业,所以广告对其所造成的负面影响也随之而来。
In recent years, the film market research report that the development of the Chinese film market is by leaps and bounds, which is mainly the development of commercial films, and with the simultaneous development of commercial films is the new form of advertising - implantable advertising development of. The rise of new media, the decline of traditional advertising industry, led to the development of various new forms of advertising. However, the movie market is not a purely commercial market after all. It belongs to the cultural industry, so the negative impact of advertising on it is also followed.