A Study Of The Effect Of Implant Advertising Communication In TV Drama "Ode To Joy"

In recent years,the ratings of TV dramas in China have grown exponentially,and the scale of the audience has gradually expanded.Advertisers are increasingly eager to implant their own product brands in TV dramas.However,compared with the mature foreign advertising industry chain,China’s implanted advertising is still in its infancy,and there are many problems that interfere with the enthusiasm of the audience.Implantation advertising as a new form of advertising is applied to film and television works,which will bring great benefits to advertisers.Therefore,in this context,it is necessary to find reasonable suggestions and methods to improve the dissemination effect of implanted advertising.Because the author is more familiar with the implanted advertisements and will make relevant records during the watching of TV dramas,I chose the more popular episode “Ode to Joy” to conduct an empirical study in the past two years.There are many advertisements in the play,and the effects of implantation are different,and the public are mixed.Therefore,the article focuses on its dissemination effect.The communication effect of product placement has always been the focus of academic research.This article will also start with the communication effect of product placements,analyzing the characteristics of communication to find ways to enhance the communication effect,and analyzing the product placements from the perspective of communication.In 2016 an urban drama aroused public heated debate,"Ode to Joy," the hit again product placements show to the audience.In 2017,the second sequel will be released one after another.How to make advertising effectively work does not affect the communication effect,which is a big problem in this paper.In this paper,through the concrete instances "Ode to Joy",this article will deeply analyze the effect of implanted advertising and provide reference for the future for the future development of TV ads.