摘要:本文主要研究在经济快速发展的当下，广告已经成了人们生活不可或缺的一部分。纵观国内外广告的发展，植入性广告成了炙手可热的新方式并在不同的媒体中均有着良好的表现。植入性广告作为新生事物为广告的发展带来新鲜动力，但是也不可避免的由于新生而存在一些弊端和不足。微电影作为新媒体形式由于其天生的优势与植入性广告有着很高的契合度。并且在多部微电影中，植入性广告都有着可圈可点的表现。植入性广告作为广告的一种较新的的方式，我们通过研究其在微电影中如何应用，进而分析其现存的优势与劣势，对植入性广告的现状进行分析，并通过植入性广告在微电影应用过程中出现的困境的分析，得出一定的结论，并对植入性广告的不足之处提出建设性意见及建议。进而对其未来展望，试图去寻找一条适合植入性广告走得更远更好的新思路以解决当前问题。

关键词：植入性广告；微电影；新媒体

Abstract:This paper studies the rapid economic development of the moment, advertising has become an indispensable part of people's lives. Throughout the development of domestic and international advertising, product placement has become the hottest new ways and in different media, both have good performance. Product placement as a new thing for the development of advertising to bring fresh impetus, but inevitably there are some drawbacks because new students and shortcomings. Micro-film as a new form of media because of its inherent strengths and product placement has a high fit. And on more than one micro-film, product placement have a remarkable performance. Implantable advertising as a relatively new advertising approach, we study how its application in micro-film, and then analyzes its existing strengths and weaknesses of the current situation on product placement analysis, and through implantable Advertising on micro-film application process appears dilemma analysis, draw some conclusions, and embedded advertising inadequacies make constructive comments and suggestions. Thus its future prospects, trying to find a suitable product placement farther better new ideas to solve the current problems.

Keywords: product placement; micro-film; new media