Research On The Legal Regulations Of The Film And Television Product Placement

With the development of the society,the advertising industry is developing rapidly in the 21 st Century.Especially in the past 15 years since C hina's entry into the market,the development of the market economy led to the breakthrough of the advertising industry.As a rising star,the film and television product placement develops rapidly with its obvious advantages,becoming an important complement to the traditional advertising.Due to the fact that it formed and developed in a relatively short time,the form of it is original and the composition is hidden and complex,although having drawn the attention of experts,scholars and even the lawmakers,there are still no specific laws on the supervision and regulation.Through literature research,empirical research and inductive analysis,this paper studies the legal regulation of film and television product placement.This paper includes four parts:The first part illustrates the background and significance of the topic,summarizes the specific situation of the domestic and abroad studies,describes the content of this research,writing methods and the innovation of this thesis,and briefly introduces the basic framework of thesis.Meanwhile it introduces the concept of film and television product placement,including its meaning,characteristics,classification and the reasons of its form.The second introduces how the current laws regulates the product placement.O n this basis,the paper finds the shortcomings and summarizes a series of existing problems with analysis.The third part introduces the experience of the legal regulation of the typical foreign film and television product placement and summarizes the enlightenment to our country's film and television product placement.The fourth part proposes the suggestions to the product placement regulations in China according to the first three parts.In consideration of its special characteristics,legal gaps in our country,combined with the foreign mature experience,this paper provides practical suggestions for the legal regulation of the film product placement in China.Innovation of this paper is that since the new Advertisement Law promulgated in 2005,the relevant theoretical research results can not fully adapt to the new demand under the new regulation of television product placement.At the same time,the new added regulation in the law of increasing advertising spokesperson brings a series of new problems to the film and television supervision.In view of this new situation,after investigating the new specific provisions in the new law,the author perfects the previous research and envisages the possible problems of unclear responsibility as well as evasion of law brought by the new law provisions for advertisement spokesman responsibility.What's more,the author puts forward that in the film and television ads,if it is not possible to determine the advertising spokesperson,film and television producers and other organizations can be regarded as the main responsibility,which is supposed to provide a theoretical guarantee for the film product placement legal regulation under the new Advertising Law.