随着传统广告的管制趋紧、成本过高和效果式微，植入式广告越来越受到广告主、制片方和发布媒体的青睐，在其蓬勃发展的同时也引起理论界的极大关注。本文以中国期刊全文数据库CNKI选取的与植入式广告研究相关的905篇文献为分析样本，使用文献题录信息统计分析工具软件SATI，采用文献计量分析的方法，阐述我国植入式广告研究的文献增长、核心作者、主要研究机构等一般状况，并对该领域国内的核心研究团队和热点聚焦主题进行相关分析。在此基础上，按照“植入式广告对受众心理的影响机制—植入式广告的传播效果—植入式广告的管制”这一分析框架进行了理论综述。%The tightened control over traditional advertising together with its high cost and low effect led to the rise of implantable advertising (IA), which has become the favourite of advertisers, producers and media. The rapid success of IA draws theorists’attention, too. Based on 905 IA-related articles selected from CNKI China journal full-text database and using Statistical Analysis Toolkit for Informetrics (SATI) and Literature measurement analysis, this paper elaborates on the increased pattern, principal writers, and major research in-stitutions of China’s implantable advertising;it also studies the key research groups and current topics of in-terest for correlative analysis. On this basis, a theoretical synthesis is derived from the following scheme: the psychological effect of implantable advertising upon audience—the transmission effect of implantable ad-vertising—the regulation of implantable advertising.
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