在春晚中插入植入式广告已经成为一种重要的广告方式,它是一把双刃剑。春晚庞大的受众群,高度的到达率和春晚在受众心中拥有的超高的信任度使得春晚成为各大广告主投放广告的重要途径。但是,春晚植入式广告也会受到受众解读方式和传媒性质的制约,影响其传播效果。 Inserting implantable ads in the Spring Festival Gala has become an important advertising method, it is a double-edged sword. Spring Festival Gala huge audience, a high degree of arrival rate and Spring Festival Gala in the audience’s heart has made the high degree of trust as the major advertisers advertising an important way. However, Spring Festival Gala implanted ads will also be subject to the interpretation of the audience and the nature of media constraints, affecting the dissemination of results.