Dominant Interpretation Of Product Placement

Due to the rapid development of society, the propagation environmentand the communication channels are becoming diversified and complicated,and the aesthetic standard of the audiences and the multiplies of theconsumers grow higher. As an extended form of advertisement, ProductPlacement is developing at a high speed recently in China. However, itsboom has also caused some problems, because of its monotonous form,uncertainty of effect, and the rejection of audiences. When faced withthese problems, the reaction and the operation of the advertiser, and theacceptance of the audiences have a great influence on Product Placement.At the early period of its development, Product Placement could get muchprofit because of its low cost and imperceptibility. But when it is widelyused, less audiences would approve it.This thesis analyses and explains the connotation, extension ofProduct Placement and its trend to be more obvious, and the study whichtakes the advertiser and the audience into account involves thecommunication studies, marketing, psychology and other relevant subject.The innovation point of this thesis is the unscramble of Product Placement,which relates to the theory of communication and marketing, as well aspsychology. This thesis analyses the development of Product Placementfrom “hidden” to “visible”, so as to clear up the misunderstanding ofaudiences, and let the consumers use this form of advertisement in aneffective way, and promote its development.