Probing Into The Product Placement In Work Of Movie And TV

Nowadays, the traditional advertisement is in flood in each big media so that consumers feel tired. More and more Product placements receive the advertiser's favour. Product placement is a form of advertisement that embeds the brand device or the CIS(company identify system)into movies,TV programs. It might be a character's casual reference, a close-up shot of his dress, or a wide-angle shot that allows viewers to catch a glimpse of a well-known corporate logo. Product placement can reinforce the persuasion of using rate of products and build the preference of brands or products.In the consume society, the environment of advertisement has a rapid change. The union of television work and advertisement already became one kind of necessity .The Product placement not only is a form of advertisement, but also has the giant advertisement value. The Product placement relies on television works to carry its messages. At the same time, The Product placement becomes one part of the television work. The function and goal of Product placement are not different with the traditional advertisement. But The Product placement always displays the giant advertisement value,the unique expression and the superior communication when it compares with medium and form of the traditional advertisement.This research selects, files and analyzes a large number of documents, combining practice of Product placement. The thesis hopes to point out the theoretical foundation of the short information of Product placement.The thesis is divided into five parts:The first part is the preface. It introduces the reason for selecting the research subject, domestic research status and research measures.The second part recounts the conception and the development history. It introduces the common technique, merit and shortcoming.The third part reviews Product placemen in the scope of communication. This part cut-in from two aspects including the value of medium and the reason of Product placemen.The fourth part analyzes the effect of Product placemen. After that, it sums up the tactics of Product placemen.The fifth part is epilogue. It sums up the whole thesis based on the 12 propositions.