A Study On Film Media Advertising Of China In The New Era

Traditional advertising media can not meet the developmental needs of advertising. Advertising expands towards film media, which is a proof of the dramatic development of advertising and a necessary choice of advertising development. With a gradual exclusion of hard advertising, film media comes into being as a more flexible stance, which enriches the way of expression for the advertising itself, achieves a better advertising effect and provides possibilities for advertising development in a new area.Although academics have begun to attach importance to the development of integration between film and advertising, they have not reached an agreement as to research areas and even to some basic concepts. The mediality of films has always been hidden behind commerciality and artistry with its function as advertising media neglected for a long time. When film begins to play a role as advertising media, researchers still study it with commerciality and artistry; consequently, one advertising form has many designations. Therefore, it is necessary for us to study films with advertising media as its framework. It is hoped that the features of films as advertising media can be found.This study mainly adopts content analysis, induction and Contrastive analysis with the help of knowledge from communication, advertising, film study, marketing and psychology. In addition, this study categorizes film media advertising after Reform and Opening-up in China, explores its future trends of development, systematically summarizes this advertising form, includes many rich and vivid research materials and paves a way for film media advertising in theory. Meanwhile, this study has practical implication for both film industry and advertising and provides some inspirations for advertising industry in an indirect way.This study categorizes film advertising into film product advertising and film media industry and is limited to Chinese films (including films in cooperation with other countries) since Reform and Opening-up. The discussion is focused on the development of film media advertising. This thesis includes four chapters. After an introduction of the current research situation of the project, research areas, methodology, originality and significance, Chapter One begins with the history of films, states the physical properties and psychological properties of film media, probes into the possibility and necessity of a combination between films and advertising and expatiates on the features of film media advertising. Chapter Two combines the developmental features of film industry and advertising industry and divides the development of film media industry into three stages, which are pro-film media industry, film media industry-to-be and film media industry. With an analysis of films in different times, the concepts, content and formal features of film media advertising in each period are summarized. Chapter Three begins with an elaboration on the advertising itself, advertising supervision and advertising regulations and analyzes the problems which limit the development of film media advertising. It aims to solve problems and to help the film media advertising develop better and faster. Chapter Four analyzes from the perspectives of brand effect, unifying marketing communication and media combination. We can learn some advanced practices from developed countries and areas. Taking into consideration of our country's situation of media development, we are supposed to make efforts to find a way which suits this status quo.