Analysis Of The Governance Dilemma And Governance Path Of TV Product Placement

In recent years,with the development of advertising industrial,TV placement advertising has emerged as a completely new advertising style.On account of its feature of indiscernibility,TV placement advertising becomes an important growth point of advertising economic as well as triggers conflict with tradition advertising laws,regulations and management experience at the same time.This paper is devoted to sort out the predicament of governance,put forward goals of paths to solve the problems.This paper includes four parts.The first chapter is the introduction,to clarify the background and motivation of topic selection,the significance of research on TV placement advertising governance,to review the domestic and foreign research literature on TV placement advertising governance,to propose the purpose and the aim of the study,to introduce the research content and the research framework.The second chapter is the definition of core concepts and theory.The third chapter is the statement on governing difficulties for TV placement as well as the reason analysis based on holistic governance theory.The forth chapter is to Aim at the main causes of TV placement advertising governance dilemma,applying the theory of holistic governance,clarify the laws and regulations basis of TV placement advertising governance,clear the objectives of TV placement advertising governance and put forward the paths.