Study On The Regulation Of China’s Film And Television Product Placement

Recently, China product placement has developed rapidly with its nature ofbetter convergence with relevant content and stronger emo tional connection; it is abreakthrough that traditional separation of programming and advertising model aredefeated. It also opened up a global marketing oriented business model for Chinesefilm and TV industry. Although embedded advertisement occupies a significantportion of market, it is unfortunately abused, having a bad effect on the contextsthemselves. Currently, Chinese advertisement surveillance department could notworking properly based on empty law, Product placement in China are out of boun dby administration control and supervision of law. Such a situation could causedamage to both of consumers, film and TV industry and advertisement surveillancedepartment. For this reason, it is strongly required to strengthen the supervision ofadvertisement embedding and self-control advocacy of moral responsibility insideadvertisement industry, in reference of foreign experience and local condition. Thisis the meaning of policy research for embedded advertisement.This Dissertation paper focusing on the development and supervision ofembedded advertisement, from several views of advertising, legislation, politicaleconomics, institutional economics and media economics. This paper analyses thenature of embedded advertisement with current relevant legislation and regulations.With a cooperation of administrating by government, Self-assessing by media runnerand supervise by third-party organization, embedded advertisement should be undereffective control, in accordance to the regulation, advertisers might develop a sort ofstandard to specify every link node such as presentation, time, frequency etc.This paper compared several foreign success and failure in order to locate abetter framework of local administrative policy which is balance of developme nt andmanagement. The problems for China’s film and television product placement,combined with national conditions and development of relevant regulations andpolicies, to operating and publishing law, to ensure the healthy and orderlydevelopment of China’s film and television product placement.