更新时间：05-02 （禹珊）提供原创文章
摘要：电影与广告有着不解之缘，电影是既一种文化产品又是一种商业化艺术，它本身具有强大的思想与艺术魅力，不断作用观众的心灵、情感、思想，影响他们的行为、习惯甚至生活方式。正是因为这样，广告和电影恋爱了，于是出现了让人又爱又恨的植入式广告。
在电影中植入式广告是一把双刃剑，适当的氛围、适时的时间、合理的情节是产品植入的关键。当观众注意力被故事情节所深深牵动时，产品通过预先设计好的桥段，合理适宜的曝光在观众面前，巧妙地转移和利用了观众的注意力，潜移默化传达品牌信息。使消费者，对该产品产生亲切感，反之，牵强附会的植入则会引起观众对品牌的反感。我的论文将主要通过统计影片《杜拉拉升职记》中所植入的广告，具体分析其在这部影视作品中的运用以及特色，从而引申植入式广告在影视艺术鉴赏中的现状以及今后的发展。
关键词：电影；植入式广告；《杜拉拉升职记》；
Abstract: Movies and advertising have a bond, the film is both a cultural product is a commercial art, which itself has a powerful ideological and artistic charm, the role of the audience's mind constantly, emotions, thoughts, influence their behavior, habits, Even the way of life. Because of this, advertising and film in love, so there's product placement people love to hate.
Product placement in movies is a double-edged sword, the appropriate atmosphere, timely time, reasonable plot Product placement is the key. When the audience's attention is the deeply affecting story, the product through pre-designed, clever, appropriate and reasonable exposure in front of an audience, skillfully transfer and use of the audience's attention, convey subtle brand message. Consumers, the product warm and welcoming, the other hand, the audience will be far-fetched implant the brand offensive. My paper will be mainly through statistical film "GO LALA GO！" ads embedded in the concrete analysis of their work in this film and the characteristics of the application to extend product placement in film and television in the status of art appreciation and future development.
Key words: Film；Product Placement；GO LALA GO！