摘要：隨著網絡游戲的快速發展，網游媒介化的趨勢越來越明顯，越來越多的廣告主嗅到了其中商機，從可口可樂到綠盛牛肉干，從最初的畫面背景植入到現在的綜合植入等等，網游媒介創造了一個個的銷售神話，本文正式基于這個大環境，對中國內地網游植入式廣告進行了探討。
論文的第一部分是對植入式廣告和網游植入式廣告的定義以及網絡游戲植入式廣告的現狀分析。由于植入式廣告出現比較晚，網絡游戲植入式廣告更是這幾年才出現的，所以在論文開頭就對網絡游戲植入式廣告進行了定義，并對網絡游戲植入式廣告的市場現狀和植入模式現狀進行了徹底分析，對其成果進行了總結。植入式廣告發展迅速，據艾瑞市場咨詢網統計，2008年國內網游植入式廣告的價值8億元。論文的第二部分分析了網絡游戲植入式廣告相對于傳統廣告的特點。重點放在傳播方式和傳播效果上進行對比。論文的第三部分分析了當前網絡游戲植入式廣告存在的問題。論文的第四部分是關于網絡游戲植入式廣告的前景展望。
關鍵詞：網絡游戲；植入式廣告；特點
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
