Study On The Rationality Of The Product Placement In Film From The Perspective Of Aesthetics

In recent years, with the increasingly diversified and complicated media, film Product placement to rapid development, has become a part of the cultural media industry. As a new form of advertising, film Product placement caused widespread concern, the researchers at home and abroad use of advertising, communication science, sociology, economics and other aspects of the theory of the exploratory analysisThis paper makes a deep analysis of the film Product placement of this new form of advertising, using the related theories of aesthetics, advertising and communication, analyzes the form and characteristics, aesthetic characteristics and artistic conception, and compared with the traditional advertising film Product placement advantages, combined with some successful advertising analysis of the business case, characteristics and value of the film Product placement. The film itself is artistic and commercial, film studies Product placement,to the aesthetic and utilitarian it together. On this basis, through the study of the domestic and foreign research literature analysis, how to make Product placement into the movie, reflect the aesthetic value of film art, at the same time, improve the brand advertising communication effect of discussion, for the film Product placement through with their own advantages to provide the corresponding reference for better development, realize the combination of aesthetics and utilitarian, the advantages of resources to effectively integrate, so as to achieve a win-win effect.