| Advertisement has played an important role in our daily life. The traditionaladvertisement has gradually been tired and attention transfer by the consumer due to thecharacter of straight forward and interference communication. However, productplacement become more and more popular in recent years because it affects consumerssilently. The advertisements embed in the plot and become the parts of the movie whenthe plot of the story out slowly. In this way, the advertisement is endowed the concept ofnew content. For the Chinese movie, product placement is a new idea which comesfrom the foreign country. During the last twelve years, the product placement developedvery quickly in china. the planted contents such as the product brand or logo planting inthe movie not only for the product publicity, but more important focus on the thepromotion the image and the connotation of the products. The advertisement in themovie is a double-edged sword. On one hand, the Producers and advertisers will get thebenefit from the advertisement, on the other hand, the advertisement which in the formof movie props still have problems in the market operation.Before we do research on the Props implanted of product placement in theChinese movie, it’s necessary to study the history of development of Chinese productplacement. Though the research on the the Props implanted of product placement, thispaper mainly analysis the development tendency of the product placement in the moviesand discuss the problems existing in the market operation and try to find out a new ideafor the future development of the product placement in Chinese movies. In this paper,these problems will be discussed as follow: changes happen in the Props implanted ofproduct placement in the Chinese movie from1999to2010. What is the inspirationfrom the changes? What is the problems in the changes? How to deal with theseproblem? Though the study of these items, it is expected to find out a new idea for thefuture development of the product placement in the Chinese movie. |
