Product Placement In Film And Television Works "the Image Narrative" Study

Today, the "image" is increasingly popular, the image narrative has become a modern representation which is equivalent to the visual culture, and constitutes the current era of image culture. When society entered the era of with image as the center. TV, movies, advertising for the main approach to spread on the visual medium, also with large quantities of image information affect people's life, image narrative evolved into one of the most modern propagation mode of transmission and ways of effectively. This paper mainly studies the narrative images of the product placement and takes two video works as its research object. It takes use of advertising communication and narrative theories and knowledge to analyze the ads interspersed in the film and television drama images, they no longer appear in the film and television as a kind of simple auxiliary things, but are equipped with some basis of the narrative, the degree of integration with television drama become the prerequisite of advertising image participating in narrative. Simple scene narrative, "And buy sex" scene narrative.Visual scene narrative and the macro background advertising narrative are the main narrative technique of these two video works, which reduced the disgusted sensibilities to some extent and provided conditions for the product placement embedding in the movie and television carrier. While we should not ignore that when the environment of advertising medium changes—product placement fuses with the TV drama, Affected by time, space, the influence of such factors as the narrative significance, advertising image interpretation are very difficult to get.its visual image and brand appeal is still not easy to complete. So we must optimize the product placement's narrative function, make it change along with the development of the story accordingly, finally reach the target of image participating in narrative.Product placement is a new form of advertising which emerged along with the development of social economy and culture. Its healthy development could promote the radio and television industry largely. Therefore, we should provide a good medium environment for the product placement in order to meet the audience's needs of appreciated experience and visual expectations.