The Research Of Characteristics Of Product Placement Communication And Effects In Korean Drama

Product placement is also called the Product Placement Marketing, refers to set "the product or brand or its typical visual symbols and even service content" into movies, TV series or TV programs.The audience were most impressed by the scenes,and then achieve the goal of marketing.In this paper, We only discuss the narrow product placement,the purpose of communication is only to get profits.There are many kinds of product placement.It can be summarized that something about "Media content"?"Degree of hidden"?"Form"?"Implant way",and so on.We try to take <My Love From the Star>?<The Heirs>and<The producer>for the samples.And we just choose the "Content analysis"?" questionnaire survey" for the analysis method.In order to analysis the features and communication effect of the product placement in Korean.This article involves the theory of communication like that "the unconscious"?"attribution theory"? "persuasive propagation theory"?" two-level dissemination theory"?" imitating theory"and"AISAS".Think of the heat of the Korean and the timing of the advertising,we randomly select three Korean from 2013 to 2015,and analysis the product placement of it.Combining communication with advertisement psychology,and then analyze the communication effect. We try to collect one hundred of questionnaires,mainly of the paper is objective and a small amount of the subjective topic.And set the"gender"" age""education background" for options.The questionnaire we issued is make up of "Media content"?"Degree of hidden"?"Form"?"Implant way",and so on.The validity of the questionnaire is based on the respondents is the one who watch Korean dramas.It was found by research that the species of product placement include that clothes? electric appliance?cars, food and beverage. These products are highlight of product placement in South Korean dramas. Clothes placement even run through all dramas, which include the brand advertised by actors and the brand that businesses wants to be promoted actively. These placements will be added or deleted according to the effect of previous drama series appropriately. Generally, electrical products placement is invisible which have special shelters; Cars products placement's proportion is very large. Different level cars match different actors according to his or her social status. Mainly, the car's external styling, interior structure, dynamic index?braking performance, and car's noise and so on; Food and beverage placement even includes culture placement. Placement of cosmetics products is also very popular. Some of them are implicit and some of them are explicit. Although the products placement is determined by the placement degrees, content, fitness?celebrity effect and marketing support and so on, the ways of information presentation is similar. The placement usually uses a single way. Props placement is the most common way. In addition, there are scene placement, sound placement. Lines placement will not appear solely and usually it appeared accompanying with the scene and sound effect placement.In addition, the effect of products placement of Korean dramas is good. Most of audiences'attitude to the products is neutral and they would search the related products. Though the majority of audiences said for the moment they will not buy the products, they will discuss them with friends offline or online. Then they will pay attention to the related products or occasionally to share them to their circle of friends. In the process of purchase the decisive factor is the "sharing to friends" and "online praise ".So, the effective sharing and purchasing action can be a standard to measure the effect of placement. That is very different with the traditional marketing method of AIDMA. The transmission medium has changed, and internet became the audiences'first choice to watch, share, and buy. "Sharing" has become increasingly important in the Internet age. The content, ways of the "sharing" and "resharing" play an important role to the effect of produces placement. We should clench the factors that affect the communicating effect of products placement in Korean dramas such as the ways of placement, brand's popularity and reputation, and "mediation effect" of Internet, etc.