植入式广告是当今盛行的一种广告模式,以其投入成本低、收益好、传播高效等特点而被影视行业广泛应用。但随着这种模式被大量品牌低层次植入在电视剧中,观众对植入营销产生了越来越强烈的排斥情绪。本文旨在通过近日热播的国产剧《深夜食堂》剖析目前电视剧市场中植入式广告的现状和出现的问题,并拟提出相对可行的解决方法,推动植入式广告模式的良性发展。 Implanted ads is a popular advertising mode today, which is widely used by film and television industry due to its low input cost, good returns and high communication efficiency. However, as this model has been implanted in the TV series at a low level by a large number of brands, viewers have become more and more strongly opposed to implant marketing. The purpose of this paper is to analyze the status quo and problems of the implanted advertisements in the TV drama market through the recent hit “Late Night Canteen”, and to propose a relatively feasible solution to promote the healthy development of implanted advertisements.