Research On The Competitive Relationship Of Interests In Implanted Advertisements In Films

With the development of more than one hundred years, films have contained more and more abundant factors. Modern films which are based on light and shadow make the audience fall into the black world of cinemas deeply. With the development of film industry, its form and function have undergone great change. Against this background, implanted advertisements came into being. As a modern marketing strategy which combines film art and advertising art, implanted advertisements have changed the production method of traditional films which make use of the media function of films in a maximum way. In this sense, implanted advertisements in films undoubtedly provide a superexcellent platform for products’ advertising.Let advertising become a part of the movie natural, this is implantable advertising to reach the ideal state. Abroad, the movie implantable advertising has belongs to own mature close industry chain, and the development of Chinese film industry relatively late, implantable advertising is just emerging in recent years, there exist many problems. Film is a complex and require different areas of the people in the work of the complete when advertisers and the interests of the producers and audiences cannot agree, will there is a game relationship, and take various means to interfere with each other. The game relation between and among this article is to discuss, attempt on the development of Chinese contemporary film product placement put forward their own views and opinions.The thesis is divided into five parts to discuss:the introduction mainly introduces the background and significance of the thesis. In addition, literature review, research ideas, methods and innovations are presented. The first chapter lists the basic concepts involved in the thesis. First of all, the interest game for the existence of implantable advertising and its relationship, secondly points three detailed analysis of the characteristics and advantages, product placement is on the riseexplains the reason why implanted advertisements have come into being and provides the premise of implanted advertisements’production and their developmental advantages. The second chapter discusses the conflicts between the advertises and producers in the process of integration and their strategies.In their point of view about the producers in the different times and social development in the face of film production change in the way different strategy change and advertisers face different advertising platform of choice. The third chapter analyzes the implanted advertisements from the perspective of audience, which explains the competition relationship among the film producers, advertisers and audience. Moreover, it studies the changes of the audience’s aesthetic psychology and analyzes the public attitude towards implanted advertisements from the perspective of reception aesthetics. The fourth chapter proposes new cooperation among the advertisers, producers and audiences in new media environment on the basis of summarizing the above four chapters,To find a balance the interests of different evaluation subjects, balanced the interests of the game relationship between the three sides, as a future Chinese movie product placement will be the key to the development of benign. In addition, on the basis of the improvement way of implant, and summarizes the successful implanted modes and offers some suggestions for improving and perfecting film implanted mechanism in future.The film attracts every audience to the cinema with its unique charm. It is a special commodity, for the audience pay for it but cannot predict what they will see. And even the audience exist halfway but cannot get refund. Each person’s judgment for the value of a film is completely different. The appearance of implanted advertisements seems to open a door for the film but also close a window. Therefore, the key of the new film industry’s development is to make good films in the limited range.