Research On The Effect Of The Chinese Film Product Placement

As a combination of Motion Picture Arts and advertising art in recent years, product placement has been widely used in the domestic film, much attention. Although the integration of film and advertising are still some contradictions and conflicts, but this form of artistic expression has become an important part of the movie production operation of the market.In this paper, the effect of Chinese movie product placement analysis as the starting point, is divided into three parts: The first part is an introduction, mainly introduces the research background, research status papers, purpose and significance, ideas and methods of the study. The second part is the main body of the paper: The first chapter provides an overview of product placement, the stage of development into placement began to take shape, scale and flourish in three stages, which is characterized by areas of implant brand increasingly widespread, market operation of increasing specialization, the brand with the film two-way marketing. The second chapter analyzes the problems of Chinese movie product placement, including the effect of implantation of uncontrolled spread of influence; improper implantation unfavorable brand image; poor implantation damage content viewing results; implantation subjectivity evaluation system is missing. On this basis, we put forward countermeasures, increasing the number one control implant advertising effect; the second is to implant the brand and the movie is highly integrated; Third, integration of the implant into account the psychology of the audience content; Fourth, establish a complete value assessment system, etc.. The third chapter mainly from advertisers, producers and the audience three angles on the development of the advantages of Chinese film product placement analysis and concluded that the effect of its application: First, the impact of persistent way, ad recall of the good; the second is subtle process identity advertising good; Third, low investment cost, high advertising cost; Fourth, flexible mode of operation, to promote the film industry. The third part is the conclusion of the paper, noted that healthy and orderly development of the film product placement, and rely on the relevant state laws and regulations to regulate, to rely on business ethics to restrain; to meet the development needs of the times, a good grasp of product placement, which control the balance of quality and quantity, and let the audience with pleasure to accept the placement information.