A Research On Attention-degree Of Product Placement In Spring Festival Entertainment Programme

With the rapid development of economy and media technology, there tends to be diversified commercial forms, among which product placement - a kind of new commercial form, is highly valued by both advertisers and media. Nowadays, this new form is gradually occupying the traditional market share and becoming an international fashion.CCTV's Spring Festival Entertainment Programme(SFEP) is a comprehensive arts TV program with authentic Chinese Characteristics. Due to its high rating and diversified commercial forms, the enterprises compete to advertise in it and the new commercial form is intensively used. To a certain degree, SFP presents the operational level of the domestic product placement.While the application of product placement into TV program hasn't caught foreign researchers' attention, domestic research mainly focused on microscopic statement except for one article conducted a questionnaire among college students about the recalling rate of product advertised. Therefore, the research on attention-degree of product placement in SFEP on CCTV is of great importance.This paper, taking the product placement in 2006's SFP as object, analyzes the forms, the problems and the factors of attention-degree with the methods of documentary analysis, questionnaire and interview in order to improve attention-degree of product placement.Basing on VCDs of SFP in every years, this paper sums up the different forms and the existing problems of product placement in the program. Meanwhile, drawing on relevant academic achievements of many scholars, it also deals with the operational models and theoretical basis of product placement.The attention-degree of product placement is gained from 120 audiences of different ages who have watched 2006's SFP on CCTV through questionnaires. The samples were selected according to the ratio of different ages of the 2000 National population investigation.30 interviewees were taken from 120 audiences in the questionnaire as samples and purpose of the interview is to find out factors of attention-degree from aspects of programs, products and audiences.Through the investigation, we conclude that the improvement of attention-degree depends on the following measures: ①the natural mix of products and programs; ② the coordination of product placement and explicit advertisement ; ③the CI of enterprises makes the products unique to others; ④ the innovation of forms of product placement; ⑤ the utilization of big events; ⑥ the sensational propagation prior to actual broadcasting; ⑦the exploitation of extended value of arts posterior to the broadcasting; ⑧the cooperation among CCTV, enterprisers and actors.