The Study On The Supervision Of Chinese Movie And TV Drama Product Placement

Movie and TV drama product placement originated in the1920s in the United States, andswept the world quickly because of its own advantages, now it has become a new form ofadvertising communication. In the early1990s, along with the vigorous development ofChinese film industry, movie and TV drama product placement began to rise in our country,and presents a "blowout" development trend after2008. As the information explosion causedby the mass media attention of the audience intensified competition for resources, theaudience has to conventional hard advertising "turn a blind eye" to enable the development ofthe "bottleneck" traditional advertising experience, so the advertising effectiveness is difficultto guarantee obviously. The "wide limit order" undoubtedly made the things worse, whichturns out a difficult condition on the traditional advertising. The product placement has itsown advantages and gradually accepted by more and more producers and advertisers,which isused to become parties and win a new platform of mutual benefit.However, with the various problems caused by rapid development of movie and TVdrama product placement, such as excessive number of advertising implants, implants toostraightforward form stiff, implantable advertising content prohibited by the law, and thecondition is getting worse, it aroused strong dissatisfaction of the audience, and even led to aseries of legal disputes. If not taking timely and effective measures to regulate that problem, isbound to affect the long-term development of this advertising form.In view of this, the paper summarizes the results of previous studies, based on theregulatory perspective, offers a comprehensive system to reveal the reasons for the plight ofits movie and TV drama product placement faces from all aspects, and by comparison of theregulatory status quo to learn foreign advanced experience at home and abroad, alsocombined with China’s national conditions, and product placement in movies and TV dramasof the future regulatory which proposes a solution from the legal, administrative, tradeorganizations, community supervision level, then I try to build a "top-down to bottom-up by athree-dimensional multi-level monitoring system "in order to avoid and reasonably regulatethe problems of movie and TV drama product placement, in order to play the desired effectplacement better and to achieve the perfect combination of content and advertising, art andcommerce, ultimately achieve a “win-win” condition.