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2010年,国家广电总局《广播电视广告播放暂行规定》正式实施,该“规定”对广电媒体中的广告在数量、时间和内容上做出了严格限制。而在此前,由于数字电视的日益普及,以及视频点播类服务应用越来越广泛,传统硬性广告的生存空间已经面临着严重危机。而植入式广告作为国内一种新兴的广告模式,因其传播效果和隐蔽性
In 2010, the State Administration of Radio, Film and Television, “Provisional Regulations on the Broadcasting of Radio and Television Advertising,” was formally implemented. The “Provisions” strictly restrict the quantity, time and content of advertisements in the broadcasting media. Prior to this, due to the increasing popularity of digital television, as well as video-on-demand services more widely used, the traditional hard-copy ads living space has been facing a serious crisis. The implantable advertising as a new domestic advertising model, because of its dissemination of effects and covert