A Study On Product Placement In The Perspective Of Communication

Product placement is not a new concept. With the characteristics of hidden and permeability, Product placement is pervasive touched the lives of the audience, with a variety of carriers into the audience's real life gradually. Meanwhile, the development of placement for the brand communication has brought new opportunities.This paper is based on placement in domestic and international academic research, and mainly in the perspective of communication theory to expound product placement. In this paper, it integrates three methods: theoretical analysis, text analysis and questionnaire survey. With these methods, it verifies the product placement from three aspects of theory, operation and advertising effectiveness.According to the existing literature, the second part of this paper reviews the product placement's study of domestic and international. In this paper, the existing literature, research methods and conclusions are summarized. Although many domestic scholars have researched product placement, some of them just describe the status. Little of them based on the communication theory analyze the case and audience impact of product placement.According to the existing literature, the third part of this paper mainly with theoretical analysis expounds the mode of transmission, celebrity, mimicry environment, the symbolic meaning and integrated marketing communication which affect the effect of product placement. The fourth part from the operational level based on text analysis uese the TV"We go to a meteor shower."as the study sample. This part combines the product placement's mode from the third part has analyzed. This part uses text analysis from the perspective of communicators and implants. It analyzes the key factors of the product placement's specific operation from the view of communicators and implants and investigates how the integrated marketing communication supports to maximize the effect of product placement.The fifth part from the effects level, through a questionnaire survey and design, verifies the communication affects that product placement dose the audience's acknowledge, attitudes and behavior. It founds that the effects are more obvious toward respondents'attention, memory, understanding of the acknowledge. The effects of their attitudes and behavior are not obvious.