1992-2014: The Development Of Implantable Advertisement In China

With the introduction of TV commercials ban, and the sharp reduction in airing time of the traditional TV hard advertising, TV hard ad disgusted the audience, and called off the audience’s attention in the new media environment. Under the influence of these factors, advertisers begin to favor the product placement. In recent years, product placement as an effective complement to the traditional hard advertising begins to be widely used in various dramas. The commercial and social effects of the product placement have caused great repercussions in contemporary public life. Author attempts to explore the product placement development vein from the beginning to now in historical point of view, and hackle development path of 23 years’ product placement through three different aspects of staging periods, overview,reason, characteristic, in this paper. Simultaneously, author hope to provide useful reference and suggestion to today’s and tomorrow’s product placement.