近年来,随着网络剧的盛行和手机等移动终端的普及,大批的电视用户转移到了网络剧的队伍当中,为了顺应时代的变化发展,在网络剧上植入广告成为很多厂商的必然选择。然而,随着观众媒介素养的不断提高,传统的硬植入广告只会引起观众的不满与反感,如何能在这个信息极大的丰富的背景下让一则广告脱颖而出,迅速引起观众的注意并使观众欣然接受,显得尤为重要。 In recent years, with the prevalence of network dramas and popularization of mobile terminals such as mobile phones, a large number of television users have been transferred to the ranks of network dramas. In order to adapt to the changes and changes of the times, it has become an inevitable choice for many manufacturers to implant advertisements in online dramas. However, with the constant improvement of media literacy, traditional hard-implanted advertising will only arouse the dissatisfaction and resentment of the audience. How to make an ad stand out from the rich information background and attract the audience’s attention quickly It is particularly important for the audience to accept it with pleasure.