A Study On The Product Placement Of "Let's Talk" From The Perspective Of Post-modern Consumption Culture

Postmodern consumer culture theory is gradually formed with the emergence of post-modern consumer society.The western society began to enter the consumer society as early as the 1960 s,and the consumer society is a society with abundant material resources.Compared with the use value of goods,the consumption process,people pay more attention to the meaning behind the goods or attitude,symbol consumption becomes a consumption trend.In recent years,with the growth of China's economic strength,this consumption trend has been quietly spreading in China.With the mass media advertising,people are caught up in the passionate pursuit of brand and packaging,and personalized things become the object of people's favor and consumption.In terms of cultural leisure,people also prefer a variety show with easy pace and full of entertainment elements.In this context,the implantation of advertisements also favored the variety shows with large consumption groups,and began to gradually reflect the characteristics of certain post-modern consumer culture.Product placement in the variety show "Let's Talk" is stand out in numerous variety shows.its novel content and unique form of ads dre w a large audience,raised one in the middle of the advertisers to "investment".This article attempts from the postmodern consumer culture theory perspective,to explore the " Let's Talk" by people in its unique way of ads,focused on the analysis of product placement in the Let's Talk of postmodern consumption culture characteristics,and aiming at the problems in the program gives some opinions and Suggestions.Through the study of the above problems,the author found that the program understands young way of discourse and consumer preferences,the AD copy and humor interesting language style together,effectively avoid the ads into hard boring repetitive patterns,let the audience consumption advertising will become a pleasure;Arrangement in the second,the scene of Let's Talk" scene is carefully planned,the whole show the scene with young people like "secondary yuan" style is given priority to,cartoon image and flowery colour gives people a strong visual impact,to stimulate the consumption of the people.Finally show particularly powerful editing and processing power,show subtitles will be advertising and content to mix together,using flowers,cartoon design and font deformation as an ornament,let advertising become clever rise,also for the program to add a lot of fun.Although the product placement of the Let's Talk has a very big innovation in implantation method,but in the process of ads,the show in the ads on the exposure of grasp,excessive exposure and frequency,duration of the advertisement brand is easy to let a person produce audio and visual fatigue effect propaganda effect.In addition,the program also exists for the advertisement to show form than the content of problem,this is a predominantly debate variety shows,but in the process of debate,the hosts and players from time to time spots and ridicule,affect the flow of the content of the debate,let it become a mere formality,and the lack of depth.The arrival of the consumer society for content producers and advertisers is a chance and opportunity,and to create a content and products,and the audience like,will hold their consumer preferences and consumption concept.When an advertisement is inserted,the advertisement should be combined with the content of the program so that the audience can accept the advertisement.We should pay attention to the understanding and application of relevant symbols that can display advertising brand.Strive to create interesting and consumable advertisement content,actively cultivate consumers' advertising consumption concept;We should also pay attention to the frequency and frequency of the exposure of the advertising brand and avoid the audio-visual fatigue of the audience.