The Study Of The Product Placement In New Media Era

Most Chinese post-80 s generation know the Cartoon named 《Popeye》, remember the man who can always defeat his enemy after eating spinach, and remember his classic lines like: I’m Popeye the sailor, I’m strong, I love spinach! This cartoon was thought to be the first product placement. TV made a generation of advertising platform, from Popeye to now, we can find out that most TV programs now have product placed in it. As the New Media Era is coming, the ways that how messages send and receive have changed. from the initial point to point spread to spread, then point to the surface of the information transmission shift toward more and more stereo divergent ways. As a result of the application of New Media Technology innovation, product placement has also been affected. This paper aims to analysis the ways that how product placement develops by analysis classic cases in product placement history, and cases happened recently but with influence, and finally predict how would it goes in the future.