CAJ | 학술논문

近几年，我国的动漫产业在政策推动下，数量上已经有了较大的发展，但我国的动漫市场尚未成熟、盈利模式尚不清晰，导致动漫的质量与美、日等传统动漫强国相比存在较大的差距。借鉴日本将植入式广告广泛应用于动漫作品的盈利模式，探索我国动漫产业的发展模式、面临的问题、动漫植入式广告的起源与发展、动漫中植入广告的优势等。植入式广告作为动漫业的一种可行的盈利模式将推动我国动漫产业的发展。
근궤년，아국적동만산업재정책추동하，수량상이경유료교대적발전，단아국적동만시장상미성숙、영리모식상불청석，도치동만적질량여미、일등전통동만강국상비존재교대적차거。차감일본장식입식엄고엄범응용우동만작품적영리모식，탐색아국동만산업적발전모식、면림적문제、동만식입식엄고적기원여발전、동만중식입엄고적우세등。식입식엄고작위동만업적일충가행적영리모식장추동아국동만산업적발전。
China’s animation industry is developing rapidly in recent years ,and an increasing number of cartoon films have come out supported by the related policies ,but China’s animation market is not yet mature ,the profit model is not clear ,resulting in the poor quality of animation ,Therefore ,compared with the traditional animation of the United States ,Japan ,China’s animation is still far behind .Learning from the model of implanted advertisement in Japan ,we are exploring the origins and development of implanted advertisement to find the profit model of China’s animation indus-try .It proves that implanted advertisement in China ,as a profit model will promote the development of China’s animation industry .