The Communication Effect Research Of Product Placement Of Four Popular Domestic Dramas

Nowadays, the effect of traditional hard advertising communication has been commonlyquestioned. The practical area of AD pays more and more attention to "implant" brand ofproduct placement watchfulness.2014New Year new blockbusters like the father of domesticimplant, Feng Xiaogang,whose new movie personal customize, is to as high as80million adsfee pulled open the curtain of product placement in the New Year. As we know, thedevelopment of new things is not that smooth and easy, so is the product placement. we haveto see the film and television play scrambling to grab the beautiful scenery of the implantedbehind, in addition,we also want to notice that,caused by a lack of experience in the processof development, interests and other factors, implanted has many bad influences likedeliberately and implanted on purpose.Product placement is a product service or brand and other typical visual symbols and eventraditional advertisement strategically into movies, TV shows, and other media contents,through the images of the scene, make the audience a product and brand impression, and thenachieve the purpose of marketing. Main means of product placement are props implanted,scenes and so on.This paper pays attention to is the study of advertising communication effect of fourdomestic popular dramas, select four popular TV shows in recent years as sample, in the formof a questionnaire survey the attitude of the audience for TV product placement, mainly usingthe theory of AIDMA to analyze, by comparison with positive and negative cases andaudience feedback the Suggestions and strategy of optimization of implantable advertisingcommunication effect.