An Analysis Of The Effect Of Product Placement In Domestic Reality Show

In recent two years, the number of China’s reality show has increased dramatically,which makes the show become a main program form that many satellite TV stations use it to gain market share. The traditional TV program production is on trend from television art to television entertainment. It begins moving closer to dramatic, entertainment effect and socialized marketing, so that entertainment a major trend of program production in present China. Strong entertainment of Reality show not only satisfies the psychological need of viewers, but also meets the audition rating demand, accorded with development tendency of fragmentization and fast food.Mode of transmission of media continuous change, new media continuous development, Internet plus era, the dominance of video-land gradualweakening, the audience fleeing, resource saturation, policy constraints and other factors also makes television media began to seek a breakthrough. The growth of traditional TV advertising market is gradually slowing down, and the general trend of it is declining. Combined with the production environment of the current program, product placement in reality show becomes a major trend. It makes product, brand or service information hidden in the reality show, so the audience accept advertising messages unconsciouslywhile watching the show. Viewers can not avoid such product placement while watching programs, so that it finds favor in advertisers’ eyes. In our theoretical cycle, the study on the effect of product placement is still in the state of beginning. And there is a little study about the communication effect, psychological effect and social effect of product placement for the lack of scientific research system. The dissertation takes several domestic reality shows as samples, which obtain a high viewing rate and more sophisticated production; collects data bycombining questionnaire surveys with document analysis method and makes a study on the embedded advertisement in the reality show. The development of product placement in domestic reality showcan also learn useful lesson from it, which also paved the way for the future study about implant advertising and its effectiveness study in other form of media.