| The Product Placement, a combination of different domains, integrates brands or services into movies and makes itself as a part of movies to reach the aim of marketing for consumers as well as movies. Besides, this particular advertising form also contributes to the function of film expression by development of film plots. The conveying of the very function lies in meanings generated by various operating modes of Product Placement, which would be with the help of signs.Semiotics has the far-ranging and widespread instructive significance and strong influence on numerous disciplines. Swiss linguist Ferdinand de Saussure stresses the predominance of linguistics in the field of semiotics. The properties of linguistic signs proposed from his semiotic view of language are the keys to correctly understand and analyze linguistic signs in what way to convey meaning and play a critical role in movies.On the basis of Saussure's linguistic view of semiotics, combining with 24 Product Placement cases selected from 12 domestic commercial movies ranging from 2008 to 2011, this paper explains and analyzes the process of meaning generation in these modes of Product Placement cases and the functions of Product Placement to movies by applying the properties of linguistic signs, such as signifier and signified, langue and parole, syntagmatic and associative relations and synchronic and diachronic features. Through the intensive studies on the intersections of advertisement and movie with the guidance of semiotics theory, it aims to search out the significance of this interdisciplinary research, provide references for further relevant systematic researches and paradigmatic analyses applied extensively into social culture and bring about much more discussions on interdisciplinary domains with realistic significance.
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