网络剧《万万没想到》自其开播之后获得了空前的成功。该剧直白的广告植入没有引发观众的反感,反而给它增加了笑料,继而形成了“广告即是内容”的植入模式层面的创新。但笔者认为其特殊的植入广告方式还是值得我们探讨研究的。 The Web play “Never Ends” has enjoyed unprecedented success since its launch. Instead of triggering the audience’s resentment, the drama’s straightforward advertising implants added to it a joke, which in turn led to an innovation at the implant mode level of “advertising is content.” However, I think that its special way of implanted advertising is still worth our study.