The Investigation Of Prominent Product Placement In Self-made Network Dramas

Because of the government’s regulatory policy, the development space of traditional television advertising is compressed, popularization and application of new media and further segmentation of the audience`s information attention, leading to the development space of traditional television advertising atrophy. On the one hand, the times of information explosion with the coming of the advertisements are more and more difficult to reach the target audiences, on the other hand, the audiences have already cultivated " advertising antibody ", and consciously avoid advertising through various means, make the traditional advertising get less effects. The traditional drama of movie and TV is not the perfect solution of that, which makes the traditional drama of movie and TV Product placement has its "inborn defect". In this context, along with the rapidly development of popularization and application of new media and video website, self-made drama Product placement emerges.The copyright policy of the network tightening, forcing the major video websites’ cost increases rapidly, so the major video websites began to change strategy,cooperate with film and television production to to film their own film and television drama. More network self-made drama like "The Diors Men", "The Really Really Unexpected ", "Hip Hop Four Quartets" are successful making each big video website increases investment on self-made drama production. Because the network homemade play compared to traditional movie and TV drama has relaxed censorship, more flexible operation mechanism, lower production cost and short production cycle and more accurate target audience, so the network self-made drama is becoming good advertising platform.This article based on the current china’s successful self-made dramas, according to the implantation depth, introduces in detail the variety of ways of implantation: scene dialogue plot placement, image of the implant, thus revealing the essence ofself-produced implantable advertising network.At the same time, this paper from the theory of cognitive structure, pseudo environment theory, the reference group theory, integrated marketing communication theory, assessment to find the theoretical basis and support for the network self value judgment of the effect of Product placement. At the same time, starting from the specific practical cases to analyze the effect.Through a detailed analysis and summary of above of our country nowadays network homemade various status play Product placement appears, that today our self-made drama and the network Product placement problems, including: lack of content of the mainstream consciousness of network self-made drama "vulgar",outstanding issues and have a negative impact on the content of the homogeneous implant brand; seriously, a single theme, make the implant brand coverage is narrow;blunt advertising, creative level is not high; the plot is more dispersed, cannot play type implant etc..Finally, the author puts forward suggestions on the development of embedded advertising network self-made Drama: the first is the network self-made drama itself should strengthen the interaction with the audience; second is the network homemade play have to clear its position, pay attention to the differences to achieve the original content, to attract more audience attention; again is to optimize advertising implantation way, and strive to creative implantation; fourth is to take the integrated marketing communication mode, to implant the maximum advertising effects; the last is to through industry self-regulation, government to guide the way, make the network self-made drama Product placement long period of benign development.The popularity of new media technology makes more different advertising expression form, network a kind of drama Product placement is that these new forms of advertising, we hope that this paper will be to researchers and practitioners to inspire, to jointly promote the development of China’s advertising industry.