A Study On The Development Model Of The Type Of Placement Advertisement In Movie

This paper is aimed to study the development of productplacement,and try to find the principle, the rule and the trend of productplacement.Firstly, the study explains the definition of product placement.It meansthat advertisers place and arrange their products or brand image in the mediacontent by the paid way and so enhance the audience ’s cognition of theproducts and brands, ultimately affect the consumption behavior of thetransmission object viewer.Compared with the traditional advertising form, it does not haveobviously recognition, but more strong concealment. Placement advertising isa traditional advertising as a complement and extension. Product placementhas a very big relations with the development of the change of modernmarketing,This paper is mainly to analysis the three different stages of thedevelopment of the product placement: product placement, brand placementand cultural placement and sort out the placement of advertising in thetraditional film in the state of development, and the various marketing ideainfluence, put forward the general law of the development of productplacement. Meanwhile, the study takes the United States of America movie asan example, and also combined with the current Chinese specific cases.The rise of the current micro film in China is inherited from the previousplacement advertising development laws, and becomes the newly type of theadvertise placement form which is the most consequences of the change ofmarketing.This paper analyzes the definition and characteristics of micro film, inparticular take <sour, sweet, bitter, hot, of extra> as an example. Furthermore, also research the differences between the traditional film and micro filmplacement advertising in the production and marketing by the comparativeapproach.