摘要：随着网络游戏的快速发展，网游媒介化的趋势越来越明显，越来越多的广告主嗅到了其中商机，从可口可乐到绿盛牛肉干，从最初的画面背景植入到现在的综合植入等等，网游媒介创造了一个个的销售神话，本文正式基于这个大环境，对中国内地网游植入式广告进行了探讨。
论文的第一部分是对植入式广告和网游植入式广告的定义以及网络游戏植入式广告的现状分析。由于植入式广告出现比较晚，网络游戏植入式广告更是这几年才出现的，所以在论文开头就对网络游戏植入式广告进行了定义，并对网络游戏植入式广告的市场现状和植入模式现状进行了彻底分析，对其成果进行了总结。植入式广告发展迅速，据艾瑞市场咨询网统计，2008年国内网游植入式广告的价值8亿元。论文的第二部分分析了网络游戏植入式广告相对于传统广告的特点。重点放在传播方式和传播效果上进行对比。论文的第三部分分析了当前网络游戏植入式广告存在的问题。论文的第四部分是关于网络游戏植入式广告的前景展望。
关键词：网络游戏；植入式广告；特点
THE ANALYSIS OF IN—GAME ADVERTISEMEN
ABSTRACT：With the rapid development of online games. Online games media, the trend of more and more obvious, more and more opportunities, more and more opportunities for advertisiers smell of them, from Coca-Coca to the Green Sheng beef jerky, online games has created a media sales a myth This officical on the environment , on the mainland online game product placement is discussed.
In the first part of the first definition of the implantable implantable advertising and online games advertising concept. As product placement appears relatively late, the network game product placement is only in recent years there, so the network in the paper at the beginning of the game product placement are defined, and next part is the online game product placement status was observed and its results are summarized. The rapid development of product placement, according to iResearch web statistics, the domestic online games in 2008 implanted the value of 800 million yuan advertising.In the second part of the network game product placement yelative to the characteristics of traditional advertising In the third part of the analysis of the current online game product placement problems. The fourth part is about the online game development trend of product placement advertising
Key words：online games；product placement advertisemen；feature
