Study On The Product Placements In The Homemade Idol TV Series

Around the theme of product placements in the homemade idol TV series, the paper discusses the reasons for the development and various forms as a basis, then, analyzes the transmission mechanism. For the current development issues, the paper puts forward practical and feasible development proposals so that product placements in the homemade idol TV series can produce better communication effects.The first part discusses the reason why product placements in the homemade idol TV series quickly develop. First, in the time of excess information, audiences'resistance to advertisements becomes increasingly evident and the communication ways of traditional TV advertising is stiff, so the attention of audiences is rare for advertisements. Second, for the policy constraints and the impact of new media, the room for growth of traditional TV advertising is becoming smaller and smaller. Third, the product placements in the idol TV series have its own advantages, which mainly reflect in high visibility, high arrival rate and cost-effective.The second part summarizes various forms of product placements in the homemade idol TV series. According to the presentation manner, there are details-placement, mainline-placement, back ground-placement; According to the depth of placement, there are simple placement, integrated placement and focus placement; According to the perspective of placement, there are free placement, in-kind compensation placement and paid placement.The third part analyzes the transmission mechanism of the product placements in the idol TV series. First, the audiences of the product placements are the same as homemade idol TV series'. Second, star effect of homemade idol TV series can lead audiences to imitate and produce purchase behaviors. Third, the product placements and homemade idol TV series are accepted in the same time by audiences.The forth part analyzes the significances of the product placements in the homemade idol TV series. On one hand, by the way of improving methods of brand communication and constructing harmony and complete network of brand meaning, it effectively improves the fame and reputation of products. On the other hand, from the reduction of investment risk, quality improvement and perfection of the industrial chain, it has positive influences on the medium and promotes the development of the homemade idol TV series.The last part proposes development suggestions for the product placements in the homemade idol TV series. From the placement medium, television stations must create highly-quality homemade idol. Form the placement ideas, implantation needs be changed to integration. Form the placement manners, the product placements are made creatively. Form the marketing strategy, Integrated Marketing Communication is a good way to enhance the value of product placements.