Communication Study On Recessive Advertising

The omnipresent advertising information lash public exhausted eyes. The advertising zapping, decline in the effect of traditional advertising and challenges posed by digital media, all of these lead the birth of recessive advertising. At present, the form of recessive advertising is various. And by virtue of the media's own advantages, this advertising in movie and TV program is the main performance and the most important branch of recessive advertising. This kind of advertisement which quickly shape into the audience's vision and break through the psychological defense of traditional advertising audience, is more subtle, positive and touching. In particular, the product placement in movie TV program is used more extensive and sophisticated. There are some successful cases in both national and international movie TV program. For example, in 2007 the two hot movies "Cross Lines" in our country and "Transformers" in Hollywood contain various forms of recessive advertising. Recessive advertising has changed the traditional way of aspiration and communication environment, combined with the media more closely, gave full play to its dissemination on the advantages and achieved better results. However, there also many problems exist. Such as, a single form of expression, the lack of creativity as well as legal and moral issues. The healthy development of recessive advertising needs to govern and enhance. In short, recessive advertising has to be more innovative to promote development. Invisibly, unwittingly trapping customers is the hidden secret and essence of advertising.