The Integration of Embedded Advertising and Local Culture - A New Path for Shanxi Image Communication

嵌入式广告与地方文化的结合—山西形象传播的新路径

This paper explores the role of embedded advertising in film and television in promoting Shanxi's image and its optimization strategies. As an emerging means of cultural communication, embedded advertising subtly conveys Shanxi's cultural charm and core values to audiences by integrating local culture into film and television works. Using The Qiao Family Compound and Full River Red as representative case studies, the research analyzes their successful experiences in spreading Jin Merchant culture, ancient architectural artistry, and revolutionary culture. It also highlights challenges in areas such as deep content integration, commercial biases, and audience reach. To enhance communication effectiveness, the paper recommends strengthening cultural creativity, expanding new media channels, enhancing audience interaction, and establishing scientific evaluation mechanisms to further solidify national recognition and international influence of Shanxi's culture. This research provides theoretical support and practical guidance for Shanxi's cultural branding and economic development.

本研究探讨了影视嵌入式广告在山西形象传播中的作用及优化路径。作为文化传播的新兴手段，嵌入式广告通过将地方文化融入影视作品，潜移默化地向观众传递山西的文化魅力与核心价值。研究以《乔家大院》和《满江红》为典型案例，分析了其在晋商文化、古建筑艺术及红色文化传播中的成功经验，同时指出了在内容深度融合、商业化倾向及观众覆盖面等方面的挑战。为提升传播效能，本研究建议加强文化创意、拓展新媒体渠道、增强受众互动，并建立科学的评估机制，以进一步强化山西文化的全国认同与国际影响力。研究为山西文化品牌塑造及经济发展提供了理论支持与实践指导。