Investigating Communication Effects Of Product Placement Ad In Film "Go Lala Go!"

From 1895 to nowadays, film as a form of arts has gone through baptism for a century. During this period, the function of the film has changed from sole to variety. Now in the 21 century, in the background of globalization and commercialization, the film has another function-advertising. As an advertising form flourishing in the particular background, product placement in the film can make use of film context polished by the sound environment and spread skillfully advertising information to the audience. Then the two forms-film and advertising can be masterly fused together.In the study of product placements, how to improve the spreading effects has been focused universally by scholars at home and abroad. Based on the summary of some literature and theories on the product placements and effects of brand communication, this paper does some researches on the product placements'effects of brand communication. The paper also combines features of Chinese commercial film industry with case analysis, taking a commercial film "Go Lala Go!" for example, which successfully use product placement marketing and theoretical analysis.The paper includes six parts. The first part generally introduces the backgrounds and significances, purposes, contents and methods of the study and the ideas and frame work. And in this part we also sort out study situations of the product placements at home and abroad. The second part outlines some theories related with product placements in the Chinese commercial films and communication effects, including the concept of the product placement, the placement way and theoretical summary of the communication effects of the product placements. The second part is the empirical study of the product placements'effects of brand communication. According to the theories and summaries in the first and second part, we design index and questionnaire, describe situations of the questionnaire and deal with collected data. Finally it demonstrates the results. The forth part according to the investigation results analyses the factors that influence the communication effects of the product placement in films. The fifth part proposes some relevant suggestions on how to improve the communication effects of the product placements in films. The sixth part is summary and reflection.