Research On Aesthetic Of Product Placement Advertisements In Movies And Television

This paper discusses the product placement advertising, which lies on movies and television as the carrier from the perspective of aesthetic, relying on the theories form advertising, communication, cultural studies. Moreover, the paper analyzes manifestations, aesthetic characteristics and aesthetic conception on product placement advertising on movies and television, and discusses audience implanted acceptance of a perspective, combined with the corresponding advertising case.The article studies the reasons, the backgrounds, the advantages compared with traditional advertisements of product placement advertising on movies and television. Then, the article draws on the exact meaning of product placement advertising on movies and television, characteristics, and basic elements during its developing procession by reviewing and sorting out home and abroad data, analysis and comparison.Product placement advertising on movies and television mainly uses these methods, props implantation, dialogue implantation, role and circumstances implantation and so on, which are full of unique aesthetic features. Product placement advertising on movies and television has practical utility with art creation, art appreciation and emotional nature. At the same time, it allows consumers to access to the spiritual pleasures during understand product information.The conception implanted in advertising lies in creating artistic atmosphere, by making audience feeling emotional experience strongly in production or brand affinity, and consumers willingly accept the product information. The vector of product placement advertising on movies and television should be integrated with the content and product positioning, which does not only achieve the desired communication effect, but also makes more artistic conception to the audience.Product placement advertising on movies and television does not make audience accept passively, but to impact on the creative placement ad creation actively. The aim of analyzing the aesthetic psychology of audiences is to dig deep-seated factors in the consumer era, so as to explain the spread of product placement advertising on movies and television in the public aesthetic taste. The key of researching implantable audiences'acceptation is to unite utilitarian and aesthetic, and keeps up with respecting for the audience and people-oriented.The theoretical contribution of this study lies to card the aesthetic product placement advertising on movies and television more systematically, does references to the backward status in domestic product placement advertising on movies and television research on the point of communication aesthetic, and then does some meaningful explanation, describes the use of product placement advertising on movies and television. On this basis, the thesis explains on how to make product placement advertising on movies and television more beautiful, discusses how to spread the brand effectively from the height of aesthetic innovation methodology. All in all, this thesis will do benefits to advertisers on innovative opinions and recommendations in the appropriate application of product placement advertising on movies and television.